| With the development of e-commerce and the improvement of people’s consumption demand,the dual-channel sales mode of coexistence of online and offline sales channels has become a normal way.More and more enterprises have set up dual-channel sales models because they realized the advantages of online channels.With the progress of the times and the pursuit of in-sale service by the people,online reviews and in-sale services have gradually integrated into the purchase process of consumers at different stages,which also affects the needs and profits of enterprises.Unlike traditional physical-retail,consumers can’t directly contact the goods in the process of online shopping,because the virtual nature of the network and the purpose of the business bring about the imperceptibility of the products and even the differences of the products.Consumers may make wrong judgments,cause dissatisfaction,and then distrust the products.On the contrary,offline traditional physical-retail products can be touched and perceived by consumers,which will greatly reduce consumers’ imperceptibility and shopping risks.Consumers are people and they have subjective feelings.When consumers are more satisfied with the shopping experience they enjoy,there is a higher possibility of purchase.The improvement of subjective shopping intention brought by the trial and experience of products and other in-sale services is favored by modern consumers.Therefore,the impact of in-sale services and online reviews on the pricing decisions of supply chain members has become a growing focus for businesses.This article studies the impact of in sales services and online reviews on the supply chain,and establishes a dual channel supply chain model that considers offline in-sale services and online reviews.The content of this article is to analyze the optimal pricing strategies and related optimal profits of various entities(i.e.manufacturers and retailers)in the supply chain under different circumstances,and to analyze the impact of the level of in-sale service and online reviews’ perception utility on the overall decision-making and profits of manufacturers,retailers,and their supply chains in the supply chain.The research shows that the wholesale price,the offline retail price of retailers,and the manufacturer’s online direct selling price increase with the improvement of the online review visual effect,while the wholesale price and the offline retail price of retailers increase with the improvement of the in-sale service level,while the manufacturer’s online direct selling price and the in-sale service level show a downward trend.Online review perception utility and in-sale service play a positive role in the profits of supply chain entities within a certain range,and will have a negative impact when they exceed a certain range.In addition,online reviews have a great influence.The increase and decrease in price and profit caused by online reviews is greater than that caused by services in sale.Considering that online reviews have a greater impact on profits,manufacturers should choose an appropriate level of online review input,and the in-sale service input can be less.Based on the two-part pricing contract,the coordination model is constructed respectively,and the impact of in-sale service and online comment perceived utility on the coordinated supply chain entities(i.e.manufacturers and retailers)and the change of transfer costs are analyzed.The research shows that the two-part pricing coordination model can play an effective role in coordinating the supply chain,which considers in-sale services and online reviews.For the sake of equality,retailers can transfer an appropriate amount of profits so that manufacturers can obtain the same benefits through coordination.Finally,it combs the logic of the full text,summarizes the research results,analyzes the research defects of the article,looks forward to the future,and sets up a new research direction.The dual channel supply chain model constructed in this article,which considers in-sale services and online reviews,has certain significance for improving relevant theories and research on dual channel models in the field of supply chain,and has guiding significance for enterprises to consider the in-sale service and online comment management,and provides reference for enterprises in supply chain management. |
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