Research On The Influence Of Channel Preference And Power Structure On Mixed Channel Selection And Pricing

The new retail era is a digital era.More and more companies are committed to creating a seamless shopping atmosphere which is multi-scenario and multi-channel for consumers.Consumers are more and more casual in the multi-channel environment.Return to consumers and make multi-channel integration is one of the research priorities of the retail industry.This article divides consumers into two segments: Consumers who like to shop offline and consumers who like to shop online.This paper constructs three supply chain structures: the dual channel of the manufacturer,the dual channel of the retailer,the hybrid channel including two online channels belong to manufacturer and retailer respectively.Considering the flow of two segments between channels,solving the optimal pricing of different flow patterns under different power structures,analyzing the applicability of different flow patterns,the sensitivity of consumer-related parameters,the influence of power status,and the differences between different supply chain structures.Firstly,this paper studies the dual-channel supply chain by distinguishing the manufacturer's dual channel and retailer's dual channels through the service spillover coefficient.In the dual-channel supply chain,there are two pricing models: consumers preferred offline flow to online channel and consumers preferred online flow to offline.The study found that when the proportion of consumers preferring online channels is small or the risk level is low or the operating costs of online channel is low,the optimal decision in the first mode can be achieved.Conversely,the optimal decision in the second mode can be achieved.Different power status have no effect on channel pricing and channel demand,but have an impact on wholesale prices and the benefits of supply chain members.When the service spillover coefficient is large,the online channel and the offline store have higher similarity,which is suitable for the retailer's dual channel.On the contrary,it is applicable to the manufacturer's dual channels.But under the decentralized decision-making,the decision makers pursue the maximization of their own interests.The double marginalization effect makes channel selection may not follow this rule.Further,this paper studies the hybrid channel supply chain by distinguishing the manufacturer's online channel and retailer's online channel through the online channel identification coefficient.In the hybrid channel supply chain,there are three pricing models: consumers preferred offline flow to two online channels,consumers preferred online flow to two channels of retailer and both segments flow to online channel of retailer.The study found that the conditions of the two segments flowing between channels are unchanged,and the third mode belongs to the mode of preferring offline consumers to online channels.Another constraint of this model is the service spillover coefficient and the online channel identification coefficient are relatively high.In the hybrid channel,the power status has a certain impact on channel pricing,channel demand and the benefits of all parties.When the online channel identification coefficient is large,the two online channels have higher similarity and are suitable for hybrid channel.On the contrary,the more applicable to the dual channels.