| With the rapid development of electronic commerce and third-party logistics,many manufacturers no longer simply supply the products to the downstream retailers,but also reshape the channel construction by introducing direct online channels to their existing physical retail networks,forming a dual-channel supply chain with the coexistence of the physical retail channel and direct online channel.At the same time,scientific and technological progress help accelerate the product upgrading,as well as the changing of the consumer's personalized demand,which both have led to more intense competition among enterprises and the product life cycles getting shorter.This will make the market demand facing new features,especially the perishable high-tech products,due to introduction of upgraded versions of components and new products,the old version of the product usually just has a short life cycle and a declining price over time,which has become an important characteristics of high-tech industrial market.Therefore,in this context,aiming at the dual-channel supply chain of perishable high-tech products,the paper discusses a dual channel supply chain consisting of one manufacturer and one retailer,in which the manufacturer is both supplier and direct competitor to the retailer.Combined with the characteristics of high-tech products,the discussion of the paper is divided into two scenarios according to whether the unit cost of the product will change with respect to time.By using optimization theory,Stackelberg game theory and contract theory and other methods,this dissertation studied on how to design pricing and replenishment strategies and coordination mechanisms in order to maximize the system benefit and achieve win-win situation between supply chain members,and so as to provide decision-making reference for the participants of high-tech products supply chain.First of all,assuming that the product has a short life cycle and the unit cost of product keeping constant during the sale period,this paper established a dual-channel supply chain model consisting of a manufacturer and a retailer,with manufacturer acting as the leader of the Stackelberg game in decentralized channel and members taking decision jointly in centralized channel,and analyzed and compared the optimal pricing strategies,the impact of customer channel preferences on profit and price relations and obtained the optimal replenishment number via an iterative algorithm in both decentralized decision making and centralized decision making,and also discussed the impact of the setup cost of the retailer on the price relation between retail channel and direct online channel in decentralized decision making.Then,from the perspective of cooperation between the retail channel and the direct online channel,a profit sharing mechanism was designed to realize the coordination of the dual channel supply chain that the decentralized channel can achieve profit equal to centralized profit which also assure win-win outcomes for all the channel members.Secondly,assuming that the product has a short life cycle and the unit cost of product decreasing nonlinearly with respect to time during the sale period,this paper established a dual-channel supply chain model consisting of a manufacturer and a retailer,with manufacturer acting as the leader of the Stackelberg game in decentralized channel and members taking decision jointly in centralized channel,and analyzed and compared the optimal pricing strategies,the impact of customer channel preferences on profit and price relations and obtained the optimal replenishment number by using an iterative algorithm in both decentralized decision making and centralized decision making,and also discussed the impact of the setup cost of the retailer on the price relation between retail channel and direct online channel in decentralized decision making.On the basis of that,from the perspective of cooperation between the retail channel and the direct online channel,a profit sharing mechanism was put forward to realize the coordination of the dual channel supply chain that the decentralized channel can achieve profit equal to centralized profit which also assure win-win outcomes for all the channel members.Finally,concrete numerical examples were put forward to verify the effectiveness of dual channel supply chain model of high-tech products on the pricing and replenishment strategies and coordination mechanisms in both the scenario that the unit cost keeps constant and the scenario that the unit cost decreases continuously during the sale period,and the wholesale price of the decentralized decision making and the profit sharing mechanism was also compared and analyzed.The research can provide decision supports for the participants of high-tech products supply chain and help achieve a win-win situation for both the manufacturer and the retailer. |
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