Research On Pricing And Coordination Strategy Of Dual-Channel Supply Chain Under New Retail

The current research on retail dual-channel pricing strategies focuses on the traditional retail dual-channel supply chain built by manufacturers and retailers.There are few researches on supply chain pricing under the new retail model and retail dual-channel supply based on logistics companies.For the supply chain pricing under the new retail model,big data technology can be used to optimize various costs in the supply chain and improve profits.As the “third profit source” in the society,logistics has played a pivotal role in the supply chain.Therefore,this paper has joined the logistics enterprise serving the e-commerce retail service,in addition to considering the service level of the two retailers.The logistics service and logistics price of the logistics enterprise are introduced,so that the customer's satisfaction with the e-commerce retailing depends not only on the e-commerce retail itself,but also on the service and logistics price of the corresponding logistics enterprise.Then,the physical retail and e-commerce retail And logistics companies jointly influence the market demand of entities and e-commerce,which in turn affects the pricing and profits of the two retailers.Based on the new retail theory,dual-channel supply chain theory and game theory,this paper compares and analyzes the retail dual-channel supply chain pricing model under different competitive structures.First of all,this paper selects a manufacturer,a physical retail,an e-commerce platform,and a logistics enterprise to form a second-order supply chain model,ignoring the vertical competition between manufacturers and retailers,but only researching physical retail and e-commerce.The horizontal competition between two different retail entities in retail,with the wholesale price of the manufacturer,the service level of the two retailers,the service and price of the logistics enterprise,and the cost and cost optimization factor of the big data technology investment as the influencing factors,A dual-channel supply chain model under the new retail model.Among them,in the process of research,this paper applies decentralized decision-making and centralized decision-making,respectively,and further comprehensively analyzes the Stackelberg game dominated by physical retail enterprises and e-commerce platform under decentralized decision-making,and The optimal pricing strategy under different competitive structures of the unbiased Bertrand game.At the same time,this paper combines big data technology to optimize the various costs in the supply chain.Then,through a case study,the paper simulates the influence of the service level of two different retail entities,physical retail and e-commerce,on the optimal price and profit of the two retailers respectively,and the influence of the service and price of logistics enterprises on the optimal price and profit of the two retailers respectively.Finally,through the combination of physical retail and e-commerce retail and logistics companies to effectively cooperate with the new retail trend,e-commerce retail uses the regional advantages of physical retail,carry out the nearest shipment,to improve logistics timeliness,and thus improve the level of logistics services.And the increased logistics service level as a compensation contractparameter establishes a compensation contract model between two retailers to coordinate the dual-channel supply chain.Through research,for the game model under different competitive structures,the following conclusions can be drawn:(1)The retailer service level under any competitive structure will have a positive impact on the retail price of this channel.(2)The service level of logistics enterprises under any competitive structure will have a positive impact on the retail price of e-commerce;the logistics price has a negative correlation on the retail price of the e-commerce platform,but the retail price of the entity has no effect only under the centralized decision.In the distributed-elected Stackelberg game,the non-dominant Bertrand game,and the e-commerce-led Stackelberg game,there is a positive correlation.(3)When the physical retail is e-commerce retail and the goods are delivered in modern times,and the increased logistics service level is used as the price compensation parameter,the price compensation parameters under any competitive structure are negatively correlated with the physical retail price.Retail retail prices are positively correlated.