Research On The Operation Strategy Of Dual Channel Supply Chain Considering Showrooming Phenomenon

Under the background of the new retail era,the development of the dual-channel supply chain broadens the channels for consumers to understand and purchase products,and profoundly changes the shopping methods of consumers.In order to maximize their own utility,consumers will first experience products in traditional physical stores and then compare prices through different channels when buying products,so there will be showroom phenomenon in the shopping process.In real life,showroom phenomenon will have an adverse impact on the supply chain,intensifying the competition between traditional and network channels,which is not conducive to the effective operation of supply chain.In this case,it is worth thinking about how to formulate the optimal operation strategy for dual-channel supply chain.In view of this,this paper uses game theory and simulation analysis methods to build a two-channel supply chain decision-making model considering showrooming phenomenon,studies the optimal decision-making of supply chain under different sales strategies considering showrooming phenomenon,analyzes the influence of showrooming phenomenon on supply chain,and enrichis the research on mathematical models of showrooming phenomenon.The main research contents and results of this paper are as follows:(1)Aiming at the selection of sales mode of dual-channel supply chain under the influence of showroom phenomenon,this paper constructs a dual-channel decision-making model composed of manufacturers and retailers.The profit functions of manufacturers and retailers under four situations are respectively constructed,namely,the direct-selling model and distribution model of supply chain under the consideration of showroom phenomenon and the direct-selling model and distribution model of supply chain under the consideration of showroom phenomenon.The influence of showroom phenomenon,network acceptance and product experience coefficient on pricing and sales model selection of dual-channel supply chain was studied.The results show that the showrooming phenomenon has a negative impact on traditional retailers and manufacturers.With the increase of the showrooming phenomenon,the profits of traditional retailers and manufacturers tend to decline.In addition,the distribution model has more advantages for traditional retailers.For consumers,they should adopt appropriate purchasing behaviors according to the changes of the market and their preferences.The showroom phenomenon may reduce the utility of consumers in some cases,but it is not certain that they can obtain greater utility through constant price comparison behavior.(2)Aiming at the problem of strategy selection of dual-channel supply chain for heterogeneous products under the influence of showroom phenomenon,this paper constructs a dual-channel supply chain decision-making model composed of manufacturers and retailers.Considering the sales strategies of quality-differentiated products in different channels,The profit function under four different situations of simultaneously selling high quality or low quality homogeneous products in different channels,selling high quality and low quality heterogeneous products in traditional channels and network channels,and selling low quality and high quality heterogeneous products in traditional channels and network channels is constructed respectively.Under the influence of showroom phenomenon and product quality difference sensitivity,the profit function is analyzed.The decision problem of dual channel supply chain sales model.The results show that: for manufacturers,homogeneous product sales strategy is the best choice,and showroom phenomenon has a low impact on manufacturers’ profits;For traditional retailers,product quality differentiation strategy has certain advantages;For consumers,when purchasing products,they should obtain relatively comprehensive product information through comparison between different channels and choose appropriate strategies according to their preferences to maximize their own utility,rather than blindly choosing purchase channels under the inertia mentality.From the perspective of consumer showrooming phenomenon,this paper systematically discusses the problem of showroom phenomenon on dual-channel supply chain operation strategy research,and forms general management theories and enlightenment,which is of great significance for enriching the theoretical system of dual-channel supply chain operation management under the consumer showrooming phenomenon,reconstructing the new retail ecology,and promoting the steady development of e-commerce supply chain.