Research On Price And Coordination Strategy Of Dual-channel Supply Chain Based On Service Level

With the rapid development of technologies such as the Internet,modern logistics,and big data,more and more manufacturing companies are gradually transitioning to e-commerce strategies,adopting a dual-channel sales model.The dual-channel model provides consumers with more shopping options as well as channel conflicts.In order to compete for market resources,many companies stimulate consumer purchasing desires by improving service levels.Faced with complex market conditions and dual channel channel conflicts,It is great practical significance for manufacturers and retailers to formulate price strategies and coordination strategies under different service levels.Based on the dual-channel price strategy,dual-channel coordination,and service-level based dual-channel research literature,this paper starts from reality and sets market demand as a random variable,and uses Stackelberg game theory to build a profit maximization function based on service level.Study the price strategy of a dual-channel supply chain consisting of a single manufacturer and a single retailer in a centralized and decentralized control model,and build a revenue sharing and quantity discount model coordination based on the different cooperation relationships among channel members.This article thinks,First,there is a significant relationship between channel prices and service levels.Between channels,prices are affected by the level of service of competitive channels.In different channels,manufacturers and retailers should comprehensively consider the type of consumers and the service level of each channel,and formulate a reasonable price strategy.Second,there is a critical value for improving service levels.Continuing to raise the service level beyond the critical value will reduce the revenue,so manufacturers or retailers should increase the service level of the channel within the threshold.Third,prices are positively correlated with channel preferences.Fourth,the Pareto improvement exists in the dual-channel supply chain under the decentralized control model,and different contract model strategies are constructed based on the different cooperation relationships among channel members: the close cooperation between channel members uses the revenue sharing contract to coordinate;the loose coordination of channel members uses the quantity discount contract to coordinate,which can realize the maximization of revenue for dual-channel supply chain and win-win for channel members.