Research On Dual Channel Pricing Strategy Of Commodity Manufacturers

With the advance of economic globalization,the competition between enterprises is increasingly fierce,the particularly intense in the daily chemical products industry,daily chemical products this product on the market basically is homogeneous,and the product is very difficult to innovation and breakthrough on its own,so manufacturers in product research and development innovation at the same time also gradually to focus of attention to the product's pricing strategy,because of the reasonable pricing strategy of supply chain can bring higher profits to the enterprise,so as to improve the competitiveness of the enterprises.Secondly,as a kind of commodity with short service life and short purchase cycle,as long as we can make profits from this type of products,as a manufacturer,enterprises may continue to produce and survive forever.Therefore,it is necessary to study the supply chain pricing strategy of daily chemical manufacturers.The problems solved in this paper are: how should the manufacturer's pricing strategy be in the case of decentralized single channel,decentralized double channel and centralized double channel? Conditions for manufacturers to set up online direct sales channels;After opening the online direct sales channel,the manufacturer integrates the conditions of the retailer channel.The main work of the paper is as follows:Firstly,this paper studies and analyzes the research status of supply chain pricing at home and abroad,and concludes the existing problems in the research field of supply chain pricing: there are few studies on the pricing of daily chemical products in the existing literature,and there is a lack of research on the conditions under which online direct sales channels should be opened from the perspective of manufacturers.Lack of consideration of the time gap between online and offline transactions.Then,based on the characteristics of daily chemical products,considering the basic homogeneity of this type of products,consumers' purchase quantity is mainly affected by the price.Therefore,in consideration of consumers' sensitivity to price,a consistent pricing model is established.Then to solve the single channel decentralized supply chain model,double channels decentralized supply chain model and double channel centralized supply chain pricing model,the supply chain under the circumstance of different pricing strategies,and makes sensitivity analysis of decision variables,using matlab in calculation based on the analysis of the further by comparing single and double channels in the supply chain profits of manufacturers that supplies manufacturers to open online retail channel conditions,by comparing the decentralized and centralized supply chain profits of chemical product manufacturers integrated retailers conditions,in order to increase the universality of the paper has made the consistency of pricing strategy.Finally,under the e-commerce environment,considering the price sensitivity,on the basis of establishing new model to increase consumer sensitivity to receiving time factors,build a decentralized and centralized dual channel supply chain model and solve the different cases of the optimal price,the manufacturer's production of supplies and the reasonable logistics time supplies manufacturers.Provide management advice to daily chemical manufacturers in the dual channel supply chain environment.