关键词: 双渠道, 零售商, 供应链, 定价, 渠道选择

Abstract: To study the optimal pricing strategy and channel selection for retailers in duel-channel supply chains led by manufacturers,a game theory model was established by introducing price elasticity coefficient,unit direct selling cost and consumer channel preference.The result showed that the profit of retailers was influenced by both unit direct selling cost and consumer channel preference.When both were low,retailers' profit was the highest by online direct selling;when the former was high while the latter was low,the profit was the highest by online reselling;and when both were high,the profit was the highest by online agency.The manufacturers' profit was the highest by online agency.By online direct selling and online reselling,the manufacturers' profit was also influenced with unit direct selling cost and consumer channel preference.When the former was low,the lower the latter,the higher the profit was by online reselling;while the higher the latter,the higher the profit was by online direct selling.When the unit direct selling cost was high,the manufacturers' profit was the highest by direct selling.

Key words: dual-channel, retailers, supply chains, pricing, channel selection