Research On The Coordination Of Dual-channel Supply Chain Under The Promotion Effort

By implementing a dual-channel supply chain to sell products,manufacturers can respond to consumer demand in an all-round way and tap more precise customer needs to achieve sales and profitability.Manufacturers and retailers unite to share information and open cooperation,maximizing the sales of online and offline products and increasing the market share of branded products.The research mostly takes the manufacturer-led supply chain as the research object,and analyzes how to conduct product pricing,channel selection and distribution,and conflict handling under the brand manufacturer's dominant mode.Some domestic and foreign studies have discussed how to improve the performance of supply chain through pricing mechanism,but do not pay attention to the issue of delivery.Some of the articles in this article only consider the issue of delivery,but do not involve manufacturers online promotion issues.This paper attempts to explore the coordination of the supply chain under the promotion of the manufacturer and the retailer.Based on this,in order to let customers experience better service,the retailer replaces the manufacturer to undertake the delivery task of some online orders,and plans to investigate the coordination problem of the dual-channel supply chain in this context.The theoretical marginal contributions are as follows:(1)Consider the manufacturer-led,retail-oriented supply chain,and study the two-factor problem of retailers' partial shipments under the online promotion efforts ?(2)Through the design of different contract mechanisms and the improvement based on this,an effective improvement measure is designed to adjust the dual-channel supply chain and achieve the win-win result of the dual-channel supply chain members.