Pricing And Coordination Research On Dual Channel Supply Chain In Which The Manufacturer Sells Extended Warranty Service

At present,with the rapid development of the Internet and e-commerce,companies have opened up direct marketing channels in order to open up new markets,forming a dual-channel marketing mode of coexistence of direct marketing channel and retail channel.At the same time,with the change of consumer’s consumption concept,customers not only pay attention to the purchase of products,but also pay more attention to the after-sales service.Therefore,when companies sale the basic products,they also sale the corresponding extended warranty services in order to obtain more profits.Currently,extended warranty service business has developed rapidly,and it has become an important source of profit for companies.Based on the previous research,this paper constructs the supply chain framework of the dual channel and sells the extended service through the direct sales channel,and studies the pricing decision of the basic product and the manufacturer’s extended warranty service.Then,supply chain coordination issues and the impact of relevant factors on supply chain pricing and coordination decisions will be discussed.The research work of this paper can be divided into the following two parts:First,a dual-channel supply chain system composed of one manufacturer and one retailer is constructed and in which the manufacturer sales extended warranty service.According to the relevant theory,the demand function and the profit function are given,and the optimal model under decentralized decision and centralized decision is constructed.By solving the optimal price of the basic product and the extended service under different decision situations,the equilibrium price is compared and analyzed,and at the same time,this paper examines the influence of relevant parameters on price,demand and supply chain profit.And then the profit of decentralized decision and centralized decision is compared,the relationship between profit loss and related parameters under decentralized decision is examined.Then this paper invests the contract coordination problem of the dual channel supply chain under the extended warranty service provided by the manufacturer.Two-part tariff Contract and Revenue Sharing Contract was proposed.For the Two-part tariff Contract,the optimal wholesale price and the upper and lower bounds conditions of the fixed fee can be obtained,and the influence of the relevant parameters on the optimal wholesale price and the upper and lower bounds of the fixed fee and the feasible range are analyzed.For the Revenue Sharing Contract,the optimal decision under contract coordination is obtained,and the conditions under which contract cooperation can be accepted by both members of the supply chain are analyzed,and the influence of income distribution ratio on both members’ profits and coordination efficiency is analyzed.Through the research of the pricing decision and coordination decision about the supply chain,some corresponding management inspiration can be obtained,and some theoretical guidance can be provided to relevant companies.