Research On Retailer Dual Channel Pricing And Coordination Under The Perspective Of Implicit Cost

Under the background of Internet,the large manufacturers and traditional retailers establish the network sales channels to conduct the E-commerce transactions.Due to the low operating costs of network channels,it's sale price is often lower than the traditional channels,which leads to the channel conflict problems between different channels directly.This paper studies the pricing and coordination of dual-channel supply chain in the retailer's control network channel,taking into account the implicit cost of consumers.This paper sums up the composition of the implicit cost of consumers in e-commerce environment and builds the basic model of the retailer's dual-channel supply chain on the basis of considering its influence.Then this paper uses game theory to find out the supply chain's four most pricing.Based on the "double marginalization effect",the paper proposes the coordination strategy for the problems existing in the retailer's dual-channel supply chain.Finally,an example is analyzed using Matlab software,and it verifies the feasibility of the coordination strategy.The study found that the implicit cost of consumers will lead to lower sales price and lower supply chain profits.And the implicit cost will not only affect the sales price of their own channels,but also affect the sales price of another channel.The study also found the consistent pricing strategy does not make the supply chain to obtain higher profits.Retailers should transform the development of the store or provide special product for online and offline.The supply chain decentralized decision mode exist double marginalized effect,and the supply chain members should take the contract to coordinate.This study further enriches the retailer dual-channel supply chain theory,which is of great significance for retail dual-channel pricing and supply chain coordination in the internet context.