Research On Pricing Mechanism Of Double Channel Supply Chain Under Uncertain Reference Price

The rapid development of dual-channel supply chain has brought tremendous impact and transformation to the traditional shopping methods.Among them,online shopping brings convenience to people.People are free to choose channels to buy commodities.when buying,they will consider whether the price of the commodities is reasonable and compare the prices of traditional and online channels to form the expected price in mind.That is the reference price.From the perspective of retailers and manufacturers,this paper studies the impact of consumer reference price on pricing and profit of dual-channel supply chain.The corresponding numerical analysis of the model is carried out by establishing a correlation model.In this way,we study the pricing mechanism of retailers and manufacturers.Firstly,studying online price is known under the risk neutral hypothesis.The reference price is analyzed in three scenarios:deterministic,random and uncertain;Secondly,under the assumption that the traditional price is k:nown and the risk is neutral.Similarly,the reference price in the study is determined,random and uncertain.By using robust optimization model,the influence of various parameters of reference price on price and profit in three different situations is analyzed,and gives the corresponding pricing decisions.Finally,on the premise that both online and traditional channel prices are unknown,a newsboy model of dual-channel supply chain is established based on Newsboy model.The optimal online price,the optimal traditional channel price and the optimal profit of the newsboy model for retailers and producers are obtained.The influence of some important parameters on the newsboy’s two-channel model is analyzed in two cases:demand uncertainty and demand uncertainty.Then,according to the relevant literature,the reference price model under the optimal price of each channel is established from the optimal two channel prices,and the linear function of consumer reference price is obtained.Retailers and producers can make corresponding market pricing based on this function.To increase the profit of the dual channel supply chain.