Research On Supply Chain Pricing Strategy Of Small And Medium-sized Garment Manufacturers

With the rapid development of e-commerce in recent years,many manufacturers have developed online sales channels on the basis of the original traditional channels,hoping to expand market share through online channels.However,there are direct conflicts between manufacturers and traditional channel retailers due to the inconsistency of the main body between the two channels.Especially for the garment industry,the customer to product quality,price and shopping experience have higher requirements,"free-rider" behavior lead to the customer and garment industry is given priority to with small and medium-sized manufacturing enterprises in our country,due to constraints such as money is difficult to use SPA business model,so the double channel conflict brought great influence to small and medium-sized manufacturing enterprises.Based on this,this paper takes the small and medium-sized garment manufacturing industry as a specific research object to study the pricing strategy of the small and mediumsized garment manufacturing enterprises' dual-channel supply chain.Firstly,this paper,combined with the characteristics of the clothing industry,assumes that consumers are "bounded rationality".In the supply chain composed of manufacturers and traditional channel retailers,it constructs the demand function and profit function of manufacturers and traditional channel retailers by using the theory of master slave game,consumer utility model and consumer equity preference theory model.Under the assumption that the network channel service level and the traditional channel service level are certain,this paper discusses the pricing strategy when the manufacturer is in the leading position and the retailer is in the leading position.At the same time,it is concluded that the increase of consumers' fair preference will lead to the price war between online channels and offline channels,and lead to the decline of the overall service level of the supply chain,which is also unfavorable for consumers.Secondly,this paper constructs the pricing strategy when there is after-sales service cooperation between manufacturers and retailers,and studies the pricing strategy under consumers' equity preference and equity neutrality.Research results show that the degree of fairness preference can produce side effects to the whole supply chain profit,consumers now before the purchase decision,the more information can be obtained,this will lead to an improvement in consumer degree of fairness preference,for the manufacturers need to expand its product market share,traditional channels retailers also need to provide appropriate service level,to expand the market demand.At the same time,the improvement of consumers' equity preference will also aggravate the conflicts between online and offline.Therefore,from the perspective of the overall benefits of the supply chain,manufacturers and retailers should directly enter into a cooperative contract to achieve a win-win situation.Finally,this paper presents the research conclusion more intuitively,and USES Mathematica software to conduct numerical simulation analysis.The results of numerical simulation analysis also better verify the previous conclusion.No matter whether manufacturers and traditional channel retailers cooperate or not,the increase of consumers' fair preference will bring negative impacts to manufacturers and retailers.Meanwhile,it will also aggravate the conflict between online and offline channels,leading to the online and offline price war and the reduction of service level of offline channels.