关键词: 双渠道供应链, 直销渠道, 定价策略, 服务质量决策

Abstract: This paper examines three supply chain structures: a supply chain with only a direct channel (O), a supply chain with only a retail channel (R), and a dual channel supply chain (D). In the context of demand uncertainty, and considering the dual competition of product price and service, it explores the optimal order quantity and service level strategy for retailers as well as the optimal wholesale price and service level strategy for manufacturer under different operating situations. Additionally, it uses both the analytical analysis and the numerical analysis to study the impact of five factors, service-sensitivity, cross service-sensitivity, price-sensitivity, cross price-sensitivity, and demand uncertainty, on the optimal decisions and profits of both manufacturers and retailers. A comparison of the three supply chain structures shows that with the development of online market or offline market, the dual-channel supply chain structure becomes more efficient and more advantageous for both manufacturers and retailers.

Key words:

dual-channel supply chain, direct channel, pricing decision, service quality decision