Research On Pricing Strategy Of Dual Channel Supply Chain Channel Through Cross-border Factors

In the wave of the Internet economy,the global electronic commerce develops with a high speed.In this process,there has sprung up various kinds of cross-border trade,and that has brought about new opportunities for the development of cross-border trade.However,the complicated procedures involved in the cross-border trade require a higher standard on the supply chain channel.Under the big strategic initiative of One Belt and One Road,the policies concerning,multilateral,bilateral,and free trade have been constantly moved on.And the cross-border trade in our country has accomplished a historic development.In 2016,the total value of importing and exporting goods in our country has reached 24.33 trillion yuan,in which the scale of Cross-border E-commerce has been mounted to 6.3 trillion yuan.The development of cross-border trade transactions has gained a further momentum.Promoted by the Internet economy and supported by the policy,it becomes even more particularly crucial to study the dual channel supply chain in the cross-border business.How can the manufacturers and retailers seize the developmental opportunity,and how to actively carry out E-commerce business and develop reasonable channel pricing strategy? All these questions put the practical significance on the development of enterprise.In the context of cross-border trade,this paper will firstly elaborates on such aspects as the researching questions,objects and contents.And it is going to emphasize on reading,at home and abroad,some literatures that are concerning factors affecting on cross-border,dual channel supply chain,the profit maximization and demand-oriented pricing.Through combining some related theories on the managements of supplying chain and channels,the dual channel supply chain pricing model of cross-board will be formulated.Then,based on the derivation and solution of channel pricing model and using the matlab software to simulate the business process,we analyze the influences towards the profits of retailers and manufacturers caused by such three major factors as the: crossing price elasticity coefficient,poor tax per unit of product and the fees arised by third-party platform using.Finally,the paper will deeply analyse the relevance of various influencing factors,and combine all kinds of double channel operation situations,such as the platform and pricing type as well as the sale strategy,in such way to provide the most optimal and reasonable channel pricing strategy.As the result shown below:(1)In the double dual channel supply chain model,when each two of four factors like the price of cross elasticity coefficient,poor tax per unit product and third-party platform using cost are fixed,the retailers will obtain maxium profits as another factor's influence increases and retailers choose to decentralized pricing synchronous sales on the third party platform.However,manufacturers will choose centralized pricing synchronous on the third party platform to reach the same purpose.(2)In the double combined channel supply chain model,retailers and manufacturers all choose to use the third party platform to achieve maximum profits.When each of the factors,which are the price of cross elasticity coefficient,poor tax per unit product and third-party platform using cost,is independent variable,retailers will obtain maximum profits under the decentralized pricing strategy.Likewise,when the poor tax per unit product is the independent variable,manufacturers will also obtain maximum profits under the decentralized pricing strategy.But in other dual channel supply chain models,manufacturers will only to choose centralized pricing strategy to gain maximum profit.