Research On Dual-channel Supply Chain Pricing And Service Cooperation Strategy Under Consumers' Fair Preference

Service cooperation is a common mode of cooperation in the supply chain.With the rise of the online retail industry,in addition to the common service cooperation between manufacturers and retailers,the service cooperation between traditional retailers and online retailers is increasing.The retailer service cooperation model has become the trend of the future retail industry development.At the same time,product pricing for traditional channels and online channels has been a sensitive issue.When consumers have a fair preference,the price difference between channels will bring positive or negative psychological utility to consumers.What kind of product pricing and service cooperation strategies will traditional retailers and online retailers adopt when considering the psychological utility of consumers due to fair preferences? At the same time,how does this fair preference affect online and offline demand and the profits of retailers? Solving the above problems can enrich the theoretical research on service cooperation and consumer fairness preferences in the supply chain,and has guiding significance for the actual dual-channel supply chain pricing and service cooperation decision-making.Firstly,based on consumer utility theory,this paper constructs a non-cooperative dual-channel supply chain decision-making model consisting of a single manufacturer,a single traditional retailer and a single online retailer,and the optimal pricing and optimal service level of each channel in the supply chain are obtained when consumers have fair preferences and unfair preferences.It is found that in the non-cooperative dual-channel supply chain,the change of consumer service sensitivity coefficient has little effect on the overall profit of the supply chain,but it will affect the profit distribution between traditional retailers and online retailers;consumer fairness preference will cause The price war between traditional retailers and online retailers,the price war will cause the demand and profits of traditional retailers to decline,but the demand and profits of online retailers will increase.Secondly,this paper constructs a cooperative dual-channel supply chain decision-making model when traditional retailers and online retailers have service cooperation.The optimal pricing and optimal service level of each channel in the supply chain is given when consumers are fair and neutral.It is found that in the cooperative dual-channel supply chain,the traditional channel service sensitivity coefficient of consumers is directly proportional to the cooperative service level and the overall profit and demand of the supply chain;the relationship between the consumer's network channel service sensitivity coefficient and the level of cooperative service,the overall profit and demand of the supply chain,is different in the case of centralized decision-making and decentralized decision-making;in the case of decentralized decision-making,consumer fairness preference will cause price war between traditional retailers and online retailers,but in the case of centralized decision-making,it can effectively avoid the price war between channels and also increases the overall profit of the supply chain;the increase in consumer fairness preferences will reduce the profits and demand of traditional retailers,and increase the profit and demand of online retailers;when consumers have fair preferences,the traditional retailers will actively seek supply chain centralized decision-making,but only when consumers' fairness preferences reach a certain level,online retailers will choose to make decisions with traditional retailers in a concentrated situation,otherwise they will choose to decentralize decisions.Finally,this paper uses Matlab software to numerically analyze the model results,which much intuitively shows the propositions and conclusions in the model.At the same time,through numerical analysis,the degree of influence of the consumer service sensitivity coefficient and consumer fairness preference on the demand and profit of each channel are given.By establishing a retailer's dual-channel supply chain model,this paper calculates the conclusions of the impact of consumer fairness preference and retail service cooperation on the optimal pricing and optimal service level of online and offline channels.This paper contributes to the theoretical research of the dual-channel supply chain and the optimal decision-making for supply chain management.