Research On Pricing Of Dual-Channel Supply Chain Influenced By Consumer Behavior

Network development and channel convergence bring both opportunities and challenges to dual-channel development.On the one hand,consumers attach importance to consumer experience,which makes the way of click and collect(CAC for short)have a certain impact on the pricing of dual-channel supply chain;on the other hand,under the network promotional activities such as " Double 11",a large number of network sales are also facing a large number of returns.The combination of returns policy and returns strategy has an impact on the profits of supply chain members.How to deal with these phenomena in an effective way and formulate appropriate pricing strategies has become an urgent problem for enterprises to solve.Based on the theory and research of dual-channel supply chain,this paper studies the pricing decision of dual-channel supply chain under consumer CAC behavior and return behavior,mainly completing the following two aspects:When establishing the dual-channel supply chain model under CAC behavior,the factors such as the existence of channel competition factors in demand model and the tapping of potential consumers by opening direct marketing channels are fully considered.The characteristics of CAC dual-channel are emphasized,and the additional consumption factors are introduced.Then the traditional dual-channel pricing model and the dual-channel pricing model of CAC are solved and analyzed.Finally,the pricing model of CAC dual-channel is given.An example is given to analyze the influence of various factors on the pricing decisions of traditional dual-channel and CAC dual-channel.In the study of the impact of consumer returns,this paper considers the causes of consumer returns.Therefore,the demand function is obtained through consumer utility.At the same time,the factors such as sales mode of e-commerce and return policy are introduced to construct a pricing model considering consumer returns.The pricing model of twochannel supply chain with cooperative return and independent return is solved and analyzed.Finally,an example is given to analyze the impact of consumer return behavior on the pricing decision of supply chain.The dual-channel supply chain pricing model established under the consumer behavior in this paper is a valuable expansion for the research of the dual-channel research pricing model,which helps the multi-channel transition to the omni-channel transition in the context of dual-channel supply chain enterprises.The relevant ideas are provided when the problem is solved.The conclusions drawn from the examples provide favorable support for the implementation of pricing decisions by the dual-channel supply chain enterprises and have certain practical value.