Research On Dual Channel Supply Chain

With the rapid development of e-commerce,information and logistics technology,great changes have taken place in the consumer behavior of customers,and the sales mode and strategy of enterprises have also been constantly adjusted.Therefore,online sales channels as a new way has poured into the sales market.Traditional sales channels can’t meet the shopping needs of most consumers,and the dual-channel supply chain model has become a bright spot in the existing sales market.,To make customers have a better shopping experience,enterprises and manufacturers have added network sales channels to expand the market demand of products and improve the overall profit of the supply chain system on the basis of traditional sales channels.This paper considers the optimal decision-making problem of a two-stage dualchannel supply chain consisting of a manufacturer and a retailer.The manufacturer produce both standard and customized products.The standard products sell through the retailer,and the customized products sell through the Internet.Due to the different ways of sales,the efforts of the two channels are shown as service level and lead time respectively.Both demands for the two types of products are linearly related to sales price,service level and lead time.The objective is to make the optimal decisions,including markup on the products,service level of the retailer,lead time for the customized products,production lots of the manufacturer,and order times of the retailer,so as to maximize the profit of the supply chain system.For the problem,the nonlinear constrained programming model is established,the solution is discussed,Matlab programs for solving the problem are developed.Through effects of parameters on the optimal solution and the profit of supply chain and numerical experiments,useful conclusions are drawn for both supply chain managers and researchers.