Research On Pricing And Service Strategy Of Dual-Channel Supply Chain Considering Service Spillover

In recent years,the popularity of Internet has enabled consumers to start shopping through online channels,and traditional entity channel and emerging online channels are integrated.Consumers can receive service information of products in traditional entity channel,while consumers who purchase through online channels can only evaluate the value of products through online information.Otherwise,compared to the traditional entity channel,consumers need to wait for a certain period of time to receive the product.Therefore,this paper chooses the service level of offline channels and the product delivery period of online channels as the key factors affecting channel services.In addition,when consumers make channel choices,some consumers will enjoy the pre-sales or after-sales service provided by the retailer in the offline retail channel during the consumption process.However,online channels are used to complete the final consumption,so there is a problem of service spillovers from offline retail channels to online network channels.Therefore,the dual-channel service level and the impact of service spillovers between channels on supply chain pricing and member benefits have become an issue of interest for companies to manage dual-channel supply chains.This paper first studies the retailer's dual-channel supply chain.The channel optimal pricing,market demand and profit of supply chain members and system under the retailer's consistency pricing strategy and non-consistency pricing strategy are given.And the impact of the service level of offline physical channels,the product delivery period of online network channels and service spillovers on channel pricing,channel market demand,and supply chain members and system profits is evaluated.Research shows that the retailer can achieve higher profits by adopting non-consistency pricing,and channel pricing increases with the improvement of offline physical service levels.The extension of the online channel product delivery period reduces the price of online channels,and the optimal pricing of offline channels will rise to a certain price and tend to be stable and slightly reduced.The optimal pricing of the dual channel increases with the increase of the service spillover effect,and the service spillover makes the manufacturer obtain higher profits.This paper then studies the dual-channel supply chain that the manufacturer introduces online channel,and gives the optimal channel pricing under the dualchannel centralized decision-making and decentralized decision-making.Then this paper analyzes the impact of the service level of the retailer's retail channel,the product delivery period of the manufacturer's direct sales channel,and the service spillover between channels to channel pricing,channel market demand,and supply chain members and system profits.The research shows that the improvement of service level makes the optimal pricing of dual-channel products increase,and the profit of supply chain system increases.The optimal pricing of online channels reducess with the extension of the product delivery period.When the product delivery period of online channels is short,the profits of the manufacturer and the retailer are reduced with the extension of the product delivery period.The increase in service spillovers between channels increases the optimal pricing of channels,but the benefits of supply chain members and system are reduced.