Research On Pricing Decision And Channel Structure Design Of Dual-Channel Supply Chain

China's online retail sales topped 9 trillion yuan in 2018,up 23.9 percent.Among them,Chinese B2 C online retail platforms Tmall and jd account for a large proportion of the market share,with a total share of 83.8%(Tmall accounts for 52.5% and jd for 31.3%)(China e-commerce center,2018).The increasing maturity of major e-commerce platforms has diversified manufacturers' choices of online channels,which are mainly represented by manufacturers' distribution of their products through network channels or sales of their products through e-commerce platforms.When physical channels and electronic channels coexist,the free-rider behavior of "offline experience + online purchase" has become the purchase mode of more and more consumers.This kind of behavior caused by channel conflict directly affects the interests of the members of the supply chain,the channel conflict caused by free riding behavior directly affects the interests of the members of the supply chain,therefore,how to design and select what kind of channel structure can make online how to fully mix and reasonable pricing,to coordinate conflict between channels,to ensure the supply chain profit maximization is an important problem to be solved.In this paper,we make a study on pricing decision and channel structure design of dual-channel supply chain under the background of online-offline integration with the theory of Stackelberg game and system simulation.This paper analyzes the optimal pricing strategy and channel structure choice of supply chain members with different channel structures under the consideration of free-rider behavior of consumers,and the influence of the platform commission ratio and free-rider number proportional coefficient on wholesale price,retail price,demand and profit,so as to provide reference for supply chain members to make relevant decisions.The following two conclusions are drawn.In the two channel structures,entity pricing is higher than network pricing,and consumers are more willing to purchase online.The scale coefficient of commission has little influence on the pricing and profit of brick-and-mortar retailers,but more influence on the pricing and profit of manufacturers and network platform providers.When the commission ratio coefficient remains within a certain threshold and there are more free-rider consumers,the mixed structure can reduce the double marginal effect,make the channel structure more efficient and improve the profits of the physical retail channel,network channel and the whole supply chain.The research results can be used for reference and guidance to the pricing decision and channel structure choice of the members of the dual-channel supply chain.