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

摘要： 以3种不同结构的供应链（仅含线上直销渠道的单渠道供应链、仅含线下零售渠道的单渠道供应链及双渠道供应链）为研究对象，在需求不确定性的情形下，考虑产品价格和服务的双重竞争，探讨了不同运作情境下零售商的最优产品订购数量和服务水平策略，以及制造商的最优批发价格和服务水平策略，并分析产品价格竞争、服务竞争、交叉价格竞争强度、交叉服务竞争强度和需求不确定性对制造商与零售商的最优决策及利润的影响。最后，将3种供应链结构进行对比，结果表明，随着线上市场或线下市场的发展，双渠道结构的供应链效率越高，对制造商和零售商越有利。

关键词: 双渠道供应链, 直销渠道, 定价策略, 服务质量决策