Study On Supply Chain Coordination Strategies Under Two Kinds Of Dual Channel Structure

Dual channel supply chain refers to a system that consists of the online and offline channels.one seller sells goods in traditional retail house through the online channel,or sells goods on the Internet named offline channel.Owing to different kinds of product categeries or development process,the structure of dual channel supply chain varies,and different types of channel structure exists in reality though the products are the same.In a dual channel supply chain,more than one enterprize exsit usually.In the consideration of profit maximization,the double marginal effect works,in order that the total profit of the supply chain shrinks.Therefore,it is necessary to regulate personal behavior in the form of contracts or so,and aims to coordinate the supply chain.Furthermore,different types of channel structuress meanS different kinds of relationship between members.At last,the coordinaion methods vary.In the real world,thers exists some manufactures who only sell the products to the retailers,but not sell the products to the consumers.For example,the book publisher is the manufacture of this type.Among this type of manufactures,some can develop only one retailer,and others can develop two different types of retailers.So,in order to solve the problem of the dual channel supply chain coordination of these manufactures,it is necessary to study the coordination strategy of one retailer and the coordination strategy of two different types of retailers,respectively.Compared with THE past research,this thesis stresses the effect of the channel structure.Meanwhile,this paper studies the coordination strategy under different power structure,and it makes the research more comprehensive.In addition,this paper considers the consumers' channel selection,and makes sure the demand function closer to the real market.Among lots of dual channel structures,this thesis is written for two special types of dual channel supply chain coordination problem,and the main work is summarized as follows:(1)A supply chain coordination strategy of the dual channel structure with one retailer.Firstly,this thesis studies the dual channel supply coordination problem under the channel structure of one retailer.Secondly capture the marketing environment and the one retailer channel structure.Then,construct dual channel pricing model under different power structure,and find the optimal solution through model deduction,next,compare it to the optimal solution in the mechanism of centralized decision.And it proves that profit shrinks in the mechanism of decentralized decision.At last,coordinate the dual channel supply chain with profit sharing contracts,find the condition that contract parameter satisfies.(2)A supply chain coordination strategy of the dual channel structure with two types of retailers.Firstly,capture the marketing environment and the the two different types of retailer channel structure.Then,construct dual channel pricing model under different power structure,and find the optimal solution through model deduction,next,compare it to the optimal solution in the mechanism of centralized decision.And it proves that profit shrinks in the mechanism of decentralized decision.At last,coordinate the dual channel supply chain with profit sharing contracts,find the condition that contract parameter satisfies.(3)The potential application:analysis of the dual channel supply chain coordination strategy of book publisher S.At start,capture the marketing environment and the operating conditions.Then,under this background,analyze the dual channel supply chain coordination strategy of book publisher Swhen market parameters vary.At last,find the channel type selection decision of book publisher S in special marketing environment.