Pricing Policies Of The Retailers In A Dual-channel Supply Chain

In the 21 st century,Internet has been widely used by ordinary people,changing citizens' way of life.The model——Internet + Supply chain has changed the structure of supply chain so much that the competition and cooperation relationship between the members of supply chain become more complex.In the wave of the Internet,more and more manufacturers seize the opportunity and establish direct channel,and they can face to face with the consumers and know the changes in the market by themselves.In the face of manufacturers' “disintermediated” behavior,traditional retailers are exploring their new way.Thus,how to cope with the changes brought by Internet is a problem that must be solved on time.For the retailers,whether involve in internet channels and how to make pricing policies in the internet channel: the same price with the traditional channel or the different price are needed to study further.Therefore,this paper used the research achievement on the channel selection,pricing policies and coordination policy as a reference and applied non-cooperative game theory and supply chain coordination theory to study two kinds of structures of supply chain——the direct channel-traditional channel model,the manufacturers and the retailers both establish the internet channel model and analyze their differences.In the supply chain where only manufacturers establish the internet channel,considering the service of traditional retailer,the optimal price and profit in the centralized and decentralized model were achieved respectively.And the two-part tariff-share contract can coordinate the whole supply chain perfectly.In the supply chain where the manufacturers and the retailers both establish the internet channel,this paper study two kinds of the internet markets of retailers: uniform pricing market and differential pricing market and achieve respective equilibrium solution.Then the two-part tariff-share contract can coordinate the whole supply chain perfectly.Finally,compare with the price and the profit in the two pricing policies model and come a conclusion.The principal results are as follows:(1)we find out that the role of retailer's e-market is multifold: The retailer's e-market can extend the retailer's market,increase its profits and help it compete with the manufacture;The retailer's e-market decreases the manufacture's profits and contributes to the channel conflict which is benefit for consumers.Thus,confronted with the manufacture's direct market,the retailer can choose to open e-market to enhance its voice,negotiations with the manufacturer and realizes mutual benefit.(2)The pricing policies of retailer's e-market in the centralized model: the uniform pricing is easy to use,but the price can be effected by the size of the retailer's e-market;the differential pricing can be flexible to response the changes of the market and improve the performance of the retailers.