Research On The Coordination Of Fashion Clothing Dual-channel Supply Chain

Internet is the greatest revolution in the 20th century.Not only changes people's social contact、manner of working and lifestyles,but also it changes the model of production.With the help of internet technology,e-commerce develops a rapid growth.The seller can make use of network to display products by the ways of images,video,and character.The buyer can make use of network to take comparison of several products,choosing products in the highest utility value.After making the decision,consumers using online payment software to buy the products.Consumers receive products by express delivery.Then the process of purchase is completed.In this process,Consumers don't have to choose products face to face.Consumers can save time cost and travel cost、improve the convenience、expand the scope of the products to choose.This is the network marketing channel.In this paper the characteristics of fashion clothing are analyzed including seasonal、personalized、fashion and sensitive to fashion trends.Acceptance of fashion clothing for network channels are analyzed in this paper.Putting forward the the coordination of fashion clothing dual-channel supply chain issue.Depending on the subject of the network marketing channel,There are three structures:the structure of dual-channel supply chain by the leading of manufacture、the structure of dual-channel supply chain by the leading of retailer、the structure of dual-channel supply chain by the leading of e-commerce retailer.In this paper we discuss the structure of dual-channel supply chain by the leading of manufacture.Namely,on the basis of traditional retail channels,manufacturers establish the network sales channels.This paper establishes the models of manufacturers and retailers and analyzed the models.Then this paper discusses how to gain more profit for manufacturers and retailers in the coordination of dual-channel supply chain.