Research On Coordination Of Dual-channel Supply Chain Based On Multi-enterprise And Demand Transfer

Supply chain coordination can not only provide long-term protection for the development of enterprises,but also ensure the stable operation of the market.This coordination is mainly achieved through enterprise decision-making and mutual cooperation.With the rapid development of e-commerce,more and more retailers and manufacturers are participating in online marketing to meet the needs of consumers.How to reduce competition and weaken channel conflicts by designing effective mechanisms has finally become the key to achieving supply chain coordination.Based on the above facts,this paper first studies how a manufacturer and multiple retailers can realize their own interests by making decisions such as price,output,and order quantity.It aims to build a dual-channel supply chain system and study its operating mechanism;then it studies how the market experiences For the type of consumer,the retailer uses the traditional sales channel,the manufacturer's game relationship with the Internet to open up direct sales channels,and how to realize the good operation of the dual-channel supply chain through the formulation of the coordination mechanism.The full text research focus and research results are briefly described below:Firstly,a multi-enterprise supply chain system consisting of one manufacturer and multiple symmetric retailers was constructed,and the economical theory and mathematical model were used to analyze the optimal decision-making when retailers used online channels to sell inventory.The results show that the existence of the Internet market will lead to an increase in the initial order volume and profits of retailers,a corresponding increase in the profits of manufacturers,and an increase in the level of sales in the physical market.Secondly,a multi-company dual-channel system,whether the manufacturers participate in the online market is directly related to the retailer's order volume and the size of the online direct market.Under equilibrium conditions,manufacturers' intervention in the online market will always lead to retailers expecting profits to be lower than when retailers only get involved in the Internet market.The involvement of manufacturers in the Internet market will always lower the level of sales in the physical market and increase the level of inventory in the market,but it will increase the sales of products in the Internet market and lower the market equilibrium unit price.Finally,build a dual-channel supply chain decision model that takes into account theshift in consumer demand.Using the theories of Steinberger game,two-part pricing,and revenue-sharing contract,etc.,the problem of pricing and coordination of supply chain products when market demand is uncertain is studied.Balanced results show that the physical store retail price,the manufacturer's network direct selling price,and the product wholesale price are all positively correlated with the level of physical store experience provided by the retailer,and the expected product demand of the market is also positively correlated with the experience level.Relationships;physical store retail prices,product wholesale prices,physical market demand and demand transfer coefficient are negatively correlated,while manufacturers online market price and manufacturer internet market demand are positively correlated with demand transfer coefficient;retailers expect profits It is an increasing function of the benefit sharing coefficient,and the manufacturer's expected profit is a decreasing function of the benefit sharing coefficient.By confirming the value of the revenue sharing coefficient and controlling the retailer's joining fee within a reasonable range,the Pareto optimization of the dual-channel supply chain system can be achieved.