Research On Pricing And Coordination Of Dual-channel Supply Chain Considering Disturbance Factors In The Secondary Market

With the rapid development of e-commerce,the consumption pattern of retail ports has been rebuilt,and users have formed the consumption habit of shopping on the network platform.Manufacturers seize the opportunity to open up a dual-channel model including online sales and offline sales of entities.They use channel differences to differentiate pricing of the same commodity,that is,to obtain more consumer surplus by price discrimination.In addition,many manufacturers also subdivide the market through electronic marketing channels,such as "internal coupons" to open up secondary markets,so as to sell positive products in the market at a lower price.For example,many Tianmao merchants set up links in the background and promoted their products with the help of third-party platforms(such as Taobao Alliance APP,Taobao Daren,live webcast,etc.).With the continuous development of globalization,all kinds of emergencies will affect the well-functioning supply chain system in varying degrees,such as demand fluctuations,cost changes and so on.These effects may disrupt the coordination and orderly of the supply chain,or lead to the failure of the original sales plan.Therefore,from the perspective of supply chain,this paper studies the two channels of demand disturbance in secondary market and the two channels of demand and cost disturbance in secondary market respectively.Based on the theory of supply chain contract coordination,the corresponding contract coordination mechanism is proposed to optimize the price of both sides and the quantity of manufacturer's production so as to realize the optimal benefit and each of the two channels supply chain.Win-win situation of participants.This research can enrich the coordination system of dual-channel supply chain in theory and provide theoretical basis and reference for decision-making and cooperation between manufacturers and retailers in secondary market in practice.In the content of this paper,aiming at the pricing and coordination problem of a two-channel supply chain consisting of a manufacturer with an independent secondary market and a retailer who sells goods only through traditional channels when confronted with demand disturbance,a model of two-channel supply chain in the secondary market is established by applying dynamic game theory under the premise that market demand is undisturbed: when market demand is disturbed,the model of two-channel supply chain is established.In a centralized supply chain,by calculating Karush-Kuhn-Tucker(KKT)condition of the optimal profit of the supply chain system and discussing it in four cases,the optimal price and quantity decision of the two-channel supply chain in the secondary market are obtained and compared with the optimal decision in the undisturbed s ituation.For decentralized supply chain,the conditions of revenue sharing contract are deduced,which proves that revenue sharing contract can achieve the coordination of two-channel supply chain in secondary market.Finally,the reliability and feasibil ity of the model are verified by an example analysis.Secondly,when market demand and cost are disturbed at the same time,for centralized supply chain,by solving Karush-Kuhn-Tucker(KKT)condition of supply chain system,the optimal price decision of du al-channel supply chain in secondary market is obtained,and compared with the optimal decision in undisturbed situation.For decentralized supply chain,the premise that two pricing contracts can be effective in supply chain coordination is deduced,which proves that the two pricing contracts can achieve the coordination of two-channel supply chain under the secondary market.The results of case study show that when the parameters of revenue sharing contract are within a specified range,the total profit o f supply chain can be increased correspondingly,and Pareto improvement can be achieved at the same time.Finally,according to the above research contents and results,some suggestions are provided for the cooperation between the two channel members affec ted by the disturbance in the secondary market.At the same time,the shortcomings in this study are pointed out,and the related research contents and specific directions in the future are expounded and prospected.