Decision-making And Coordination Of Dual-channel Supply Chain Considering Service Spillovers Under Demand Disruptions

In recent years,with the rapid development of e-commerce,more and more consumers begin to shop through the online channel.Therefore,manufacturers with the traditional retail channel also open online direct sales channel.At the same time,the services provided by offline retail channels have a positive spillover effect on direct sales channel due to the free rider phenomenon of consumers.However,the services provided by direct sale channel have a negative spillover effect on the retail channel because they are inseparable from product purchase.Moreover,market emergencies will disrupt the decision-making of supply chain members and aggravate the uncertainty risk of supply chain.Therefore,considering the service spillover effect,it is necessary and practical to study how the members of the dual channel supply chain respond to the demand disruption.This paper constructs a decision-making and coordination model of dual channel supply chain considering positive spillover effect and negative spillover effect of service under demand disruption.Through reverse induction and Karush Kuhn Tucker(KKT)condition,the optimal decision before and after demand disturbance is obtained.At the same time,the situation before and after disruption is compared and analyzed.The paper further establishes a coordination contract to coordinate the dual channel supply chain under decentralized decision-making mode,The relevant conclusions are analyzed by numerical simulation,and finally the relevant management enlightenment is put forward.The results show that:(1)After the market demand disruption,the pricing and service investment decisions of dual channel supply chain under the two kinds of service spillover effects will change,and the degree of disruption and service spillover effect will affect the equilibrium results.(2)The optimal production quantity of the supply chain system has a certain robustness.The original production quantity located in the robust area does not need to be adjusted,and the positive spillover effect of services can promote the production quantity,but the negative spillover effect can inhibit the production quantity.(3)Under the two kinds of service spillover effects,the greater the degree of demand disruption,the higher the value of supply chain managers to understand the disruption information,and understanding the disruption information is more meaningful to manufacturers as game leaders.(4)Through numerical simulation analysis,it is found that under certain conditions,the positive service spillover effect of the retail channel can improve the profit of the manufacturer and the retailer,but the negative service spillover effect of the direct sales channel will damage the income of the manufacturer.(5)When the service of retail channel has positive spillover effect,the service cost sharing coordination contract can realize the Pareto improvement of the profits of the manufacturer and the retailer.The smaller the positive spillover effect coefficient of service,the larger the Pareto area,but the demand disruption will weaken the effect of coordination contract.At the same time,when there is a negative spillover effect in the services of direct sales channels,the revenue sharing coordination contract can improve the supply chain performance.The greater the negative spillover effect coefficient of the service,the greater the minimum return proportion acceptable to both parties,However,the greater the degree of disruption,the larger the feasible area of the return proportion.