Research On Pricing And Coordination Of Dual-channel Supply Chain Of Retailers Considering Platform Cooperation

With the gradual deepening of the e-commerce model,more and more retailers are beginning to re-examine their distribution channels,and whether online channels can bring additional benefits to themselves.Should retailers open online channels to introduce third-party platforms? How should the supply chain be priced under the two different modes of opening up the retail channel's online channel or the introduction of the platform? In order to optimize the pricing and profits of supply chain members,how should the supply chain be coordinated? Which strategies are more beneficial to retailers in the coordination strategies of many supply chain contracts and methods?Based on the traditional channel and online channel same price background,this paper takes the retailer's dual-channel supply chain as the research object,and analyze the pricing and coordination of the supply chain in the two different ways of introducing the online channel and introducing the platform to the retailer,so that the two different opening methods are compared.Firstly,this paper establishes a demand function model under the retailer's didn't introduction the platform cooperation respectively studied the optimal pricing and profit problems under centralized decision-making and decentralized decision-making.In order to achieve optimal pricing in the supply chain,the supply chain has been coordinated.Secondly,it studies the pricing and coordination of the supply chain when the retailer introduces the platform cooperation.We consider the additional demand factor that retailers may bring when they introduce platform cooperation and add the platform cost factor to the profit function.Based on the above models,pricing and profit are determined respectively under centralized decision-making and decentralized decision-making.And the supply chain coordination research is carried out in order to solve the bilateral effect of decentralized decision-making.Finally,we conducted a model comparison and case analysis of the dual-channel supply chain structure under the retail channel introduction channel and the non-introduction platform.According to T Group's two-channel supply chain structure under two different opening modes,the pricing and profit of the supply chain are obtained.Based on the results,a coordinated study was conducted on whether to cooperate with the F platform and to optimize the supply chain pricing.The above research content provides theoretical and practical basis for retailers who want to open up dual channels.