Decision Analysis Of Dual-Channel Supply Chain Based On Consumer Behavior

With the rapid development of e-commerce,the dual-channel model combining online sales channels with offline retail channels has increasingly become the focus of attention of manufacturers and academia.Dual-channel marketing mode brings opportunities for the development of supply chain members such as manufacturers and retailers.However,due to the competition conflicts between the two channels,especially the impact of free-rider of consumer services,information free-rider,and return behavior,it causes great confusion to the production,operation,pricing and sales strategies of each member of the supply chain.Considering the influence of free-riding behavior and return behavior of consumers,how to decide the optimal price,order quantity and service effort level of the members of the dual-channel supply chain is related to the survival and development of the members of the dual-channel supply chain,which has important theoretical and practical significance.The main purpose of this paper is to reduce the cost input of free-rider behavior and return behavior to manufacturers and retailers,increase profit return rate,improve sales enthusiasm,turn threats and challenges into opportunities,and make decision analysis on the behavior of participants in the dual-channel supply chain in order to maximize their respective interests.This paper mainly studies the optimal decision-making problem of dual-channel supply chain members under the influence of consumers' free-riding behavior and return behavior.The main research contents include:(1)Constructing a game model under the single-channel and dual-channel modes,and studying the decision-making process of maximizing the interests of manufacturers and retailers,and comparing and analyzing the most manufacturers and retailers under the network channel.Excellent decision-making and profit,and analyzed the impact of consumer service free-riding behavior on the optimal decision-making of network channels and retail channels.(2)Select the dual-channel free-riding mode of decentralized hybrid mode,study the influence of cross-channel information free-riding behavior on online and offline retailers and manufacturers,and establish supply chain optimization of online and offline retailers' order quantity and service effort.The game model and the influence of parameters on the optimal results are analyzed.(3)When consumers prefer online online sales channels,considering the impact of consumer return behavior,the decision-making optimization model of dual-channel supply chain is constructed,and the return rate and return cost coefficient are analyzed to optimize the decision of dual-channel supply chain members.The impact of the results.Through the research on the decision-making problem of dual-channel supply chain under consumer behavior,we can get the following conclusions:(1)Due to the certain service cost in the process of consumers' free-riding behavior,the service intention of offline retail channels and The level of effort will decrease as the cost of services increases,that is,the level of sales service efforts of offline retail channels will be inhibited by free-riding behavior.Moreover,the network channel spillover effect is reduced,and corporate profits are increased.Based on this,cost sharing,profit sharing and product differentiation strategies are proposed to alleviate conflicts between supply chain channels and analyze them.(2)By studying the influence of consumer information free-riding behavior on the decision-making of members of the dual-channel supply chain,it is found that when the expansion factor is increasing,the offline order quantity is decreasing,while the online order quantity is increasing,the manufacturer's profit It will also increase.A certain amount of information free-riding behavior is conducive to the improvement of corporate profits.Information free-riding behavior will promote the development of supply chain online,offline and manufacturers,and have certain benefits for each supply chain.(3)Through the research on the dual-channel supply chain decision based on consumer return behavior,it can be concluded that the lower the consumer return rate,the higher the consumer's acceptance of the online sales channel,and the more the online sales cost.Low,manufacturers are more inclined to a single online sales channel.Instead,manufacturers prefer a dual-channel model.However,for offline retail channels,even if only a small percentage of the entire supply chain is profitable,offline retail channels always prefer the dual channel model.