Consider The Optimal Online And Offline Service Level Of Retailers In The Context Of Demand Migration And Coordinate The Research

In recent years,due to the development of the e-commerce industry,the line between online and offline channels is gradually blurred,and new retail is born at this time.The emergence of new retail enables consumers to make independent choices between the two channels,thus the phenomenon of demand migration appears.In recent years,due to the impact of previous epidemics,many merchants have had to close some offline stores and switch to online sales.However,at the end of 2022,due to logistics stagnation in the express delivery industry,sales on online platforms were also limited.Some customers are considering going offline for a variety of reasons.At this time,due to the shift in demand,the service level of online and offline will also be affected,and the profits of online and offline platforms will also change accordingly.When retailers have both online and offline sales channels,it is an important problem that retailers need to solve how to make service level decisions in the case of demand migration.In this thesis,the sales model and the related domestic and foreign research on demand migration under the background of new retail are firstly elaborated,followed by the characteristics of online and offline service level,pricing strategy and service strategy research,finally elaborated the supply chain coordination related research.Based on the above theory and literature summary,firstly,the online and offline market demand and profit are summarized.Secondly,the models are established based on two different situations: the existence of demand migration ratio and the absence of demand migration ratio,and retailers sell similar and homogeneous goods both online and offline.When the existence of demand migration ratio,it is different from previous studies.In thisthesis,considering the mutual migration of online and offline,the proportion of demand migration directly affects the demand,the backward induction method is adopted to solve the problems respectively in the mode of centralized decision making and decentralized decision making,and the four groups of optimal online service level and optimal offline service level,optimal online and offline product pricing,the corresponding wholesale price and profit of suppliers and the profit of online and offline channels are obtained.On the basis of obtaining the optimal solution,the model is further analyzed,and the decentralized decision making and centralized decision making under the condition of demand migration ratio are compared by numerical simulation.It is found that the service level will be improved when the demand migration ratio increases within a certain range,but when the demand migration ratio exceeds a certain proportion,the service level will be less than zero and will approach zero with the increase of migration ratio.Through comparative analysis,it can be seen that retailers and suppliers have double marginal losses under decentralized decision-making,So the revenue-sharing contract and the cost-sharing contract are introduced to achieve the cooperation between the supplier and the retailer,and the optimal coordination mechanism is found to make the whole supply chain system efficiency reach the optimum.