Research On The Decision Of Dual Channel Supply Chain Based On Bargaining Power

With the rapid development of the Internet and e-commerce,dual channel supply chain has gradually been popularized.Because of the dual channel supply chain which is the coexistence of the network channel and retail channel,it is different from the traditional single entity channel supply chain,there is not much lessons to be imitated.The decision-making of dual channel supply chain is a combination of a series of problems,it should be paid some attention and done more research urgently.Based on this background,this paper chooses the double channel supply chain as the research object,and uses the theory of game theory,optimization theory and method,and simulation examples to analyze the pricing and service decision of double channel supply chain based on wholesale price negotiation.The research shows that:(1)the wholesale price negotiation model based on the network channel price is preferred by the retailer,and the manufacturer prefers to take the entity channel price as the benchmark model.Overall,the benchmark model of the optimal wholesale price negotiation model of the dual channel supply chain is the network channel price,and explains the cooperative mechanism of the dual channel supply chain members.(2)the optimal pricing model of the manufacturer is the unified pricing model for the manufacturer.The uniform pricing model has no significant effect on the retailer's profit,and the retailer has a weak preference for the unified pricing model.The retailers' service level is better if adopts manufacturer's uniform pricing model;in general,the optimal pricing model of the dual-channel supply chain is the manufacturer's uniform pricing model.