Pricing And Service Strategies In Dual-Channel Supply Chains

Over the past two decades,the rapid development of information technology and the prevalence of Internet have made e-retailing flourishing and generated numerous online retailers.This brings huge impacts on the traditional channel,meanwhile it provides unprecedented market opportunities for manufacturers to sell through multiple channels and to seek diversified cooperation approaches.On this occasion,studying retailers' marketing strategies and manufacturers' cooperation formats has important practical significance.This thesis first develops a traditional channel model consisting of a manufacturer and a retailer,in which the manufacturer sets the wholesale price,while the traditional retailer decides the retail price and service level.On this basis,an e-tailer who competes with the traditional retailer only through pricing is introduced,and the effects of this introduction on the strategies and profits of the traditional channel members are investigated.Next,this thesis considers cases where the manufacturer implements cooperative service with the traditional retailer and establishes alliance with either of the retailers,and provides the corresponding pricing and service strategies and profits under the traditional channel and dual-channel scenarios.Finally,by comparing the equilibrium results in the non-cooperative and cooperative cases,this thesis analyzes the impacts of cooperation on dual-channel supply chains and the manufacturer's strategic choices on cooperation formats.