Research On Product Layout Strategy Of Dual-channel Supply Chain Based On Heterogeneous Products

The diversification of consumer's demand and the difference of consumer's behavior online and offline make enterprises pay more attention to heterogeneous products.To meet the needs of consumers,more and more companies begin to produce heterogeneous products.For example,Wal-Mart sells high-end goods through online channels,low-end goods through offline channels,Haier sells something custom-made through online channels and standardized products through offline channels.It can be said that the online and offline differential layout of heterogeneous products has been used by more and more enterprises,which also attracts the attention of academia.However,most of the research on dual-channel supply chain considering heterogeneous product is carried out on the premise of a given product layout,while the research on how to carry out heterogeneous product layout online and offline is still immature.Based on it,this paper takes manufacturers in the dual-channel supply chain as the research object,constructs a dual-channel supply chain model of one manufacturer and one or two retailer.It focuses on the manufacturer's online product layout strategy under different channel status and offline product layout.The main contents are as follows.This paper studies the problem of online layout strategy of manufacturers under the background of one product layout in dual-channel supply chain.By building a consumer utility function model,we analyze the layout strategies of "off-line low-end-on-line high-end" and "on-line high-end-on-line low-end" when manufacturer and retailer are dominant respectively.At the same time,the optimal pricing of manufacturers and retailers with different strategies under different dominant positions is obtained by using dynamic game method.Moreover,the price,sales volume and profit of the manufacturer's and retailer's products are compared and studied.This paper studies the problem of online layout strategy of manufacturers underthe background of two heterogeneous product layout in dual-channel supply chain.By building a consumer utility function model,we analyze the layout strategies of "off-line heterogeneity-high-end on-line" and "on-line heterogeneity-high-end off-line" when manufacturer and retailer are dominant respectively.At the same time,the optimal pricing of manufacturers and retailers with different strategies under different dominant positions is obtained by using dynamic game method.Moreover,the price,sales volume and profit of the manufacturer's and retailer's products are compared and studied.This paper studies the influence of manufacturer's channel position on product layout strategy in dual-channel supply chain.A comparative study on the pricing and profit of manufacturer-dominated and retailer-dominated products under the background of off-line single product layout and off-line heterogeneous product layout is carried out.At the same time,it makes a comparative analysis from four aspects: product pricing,product sales volume,sales profit,pricing,sensitivity of sales volume to product digital attributes and improvement of high-end product quality,and explores the influence of manufacturer's power position on its online layout decision-making.We find that: no matter the offline single product layout or heterogeneous product layout,(1)The sales volume of manufacturers' online products increases with the cost of high-end products,and the pricing of online products is affected by the channel power structure.(2)The channel power status of manufacturers has a great influence on the sensitivity of online and offline pricing and sales volume of manufacturers and retailers to the quality improvement of high-end products,but a small influence on the sensitivity of product digital attributes.(3)Whether manufacturers or retailers dominate,manufacturers can gain more profits by adopting the strategy of offline low-end and online high-end layout.