Research on Decision Optimization of Dual Channel Supply Chain Considering Offline Service Level
Considering the online retailer and the offline retailer service,this paper establishes a dual channel supply chain system with manufacturers as the core and three structures of offline dual-channel,online dual-channel and hybrid dual-channel,to analyze the manufacturer's optimal channel strategy under different service effects and effects intensities.It is found that when the level of service effects is low,the manufacturer will choose the offline dual-channel mode;under the service competi-tion effect,the manufacturer may choose the online dual channels mode when the degree of price com-petition is low,while under the free-riding effect,the manufacturer will choose the online dual-chan-nel mode when the degree of price competition is high;meanwhile,the service competition may enable the manufacturer to provide a higher wholesale price and a lower online retail price,and enable the re-tailer to provide higher service level and offline retail price under the mixed dual channel model.
dual-channel supply chainchannel selectionoffline retailer serviceagency selling format
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