Pricing Decision And Channel Selection Of Retailer Under Multi-channel Supply Chain

With the continuous development of Internet Technology and the continuous maturity of Electronic Commerce,in order to seek new economic growth points and search greater profits,Retailers continue to explore the Channel Structure and derive different sales models,such as Jingdong's self-operated model and Tmall platform model,Suning's self-operated + Tmall platform mixed model.Choosing the model that suits own development among the many sales models is an issue that Retailers need to face and solve.In this context,it is great of significance to explore Retailers' s pricing decisions and channel selection under the dual-channel supply chain structure and multi-channel supply chain structure.From the perspective of Retailers,this paper takes the dual-channel supply chain under the self-operated model,the dual-channel supply chain under the third-party B2 C platform model and the multi-channel supply chain under the mixed model as the research object,establish the Stackelberg model under Manufacturer-dominated and Retailer-dominated scenarios,discussed the three channel structure models,and then compare the difference of platform commission,price and profit between different channel structures under the same dominant right,and finally prove by example analysis.Try to provide a reference for Retailers' pricing decisions and channel selection.The main findings of this paper are as follows:(1)Regarding the dual channels under the Retailer's self-operated model: in terms of price,the wholesale price under the Manufacturer's dominant situation is greater than the Retailer's dominant situation,the traditional retail price and the online retail price are equal to the Retailer's dominant situation;As far as profit is concerned,the Retailer's profit in Manufacturer-dominated case is smaller than that in Retailer-dominated case,and the Manufacturer's profit is larger than that in Retailer-dominated case,but the total profit of supply chain remains unchanged in both cases.(2)With regard to the dual channels under the third party B2 C platform model of Retailers: in terms of platform commission,the platform commission under the Manufacturer-dominated situation is less than that under the Retailer-dominated situation;in terms of price,the wholesale price,online retail price and platform retail price under the Manufacturer-dominated situation are higher than that under the Retailer-dominated situation;in terms of profit,the Retailer profit,the profit of Party B2 C platform and the total profit of supply chain under the Manufacturer-dominated are smaller than that of Retailer-dominated situation,but the profit of Manufacturer is larger than that of Retailer-dominated situation.(3)On the multi-channel model of retailer mixing: as far as platform Commission is concerned,platform commission in Manufacturer-dominated case is less than that in Retailer-dominated case;as far as price is concerned,wholesale price in Manufacturer-dominated case is less than that in Retailer-dominated case;traditional retail price,online retail price and platform retail price are always greater than that in Retailer-dominated case;as far as profit is concerned,the Retailer's profit,the third-party B2 C platform's profit and the total profit of the supply chain in the Manufacturer-dominated situation are less than that in the Retailer-dominated situation,but the Manufacturer's profit is larger than that in the retailer-dominated situation.(4)By comparing the three modes,whether it is Manufacturer-dominated or Retailer-dominated,the self-operated mode is better than the third-party B2 C platform mode in terms of Manufacturer's profits.When the online channel preference and online shopping mall preference are within a certain range,the mixed model is better than the other two models;on the contrary,the opposite is true.From the third-party B2 C platform profit point of view,when online channel preference and online shopping mall preference remain within a certain range,the hybrid model is better than the third-party B2 C platform model;on the contrary,the opposite.From the Retailer's profit point of view,the self-management mode is superior to the third-party B2 C platform mode.When the online channel preference and online shopping mall preference are within a certain range,the mixed model is better than the other two models;on the contrary,the opposite is true.