Pricing Strategies of Dualchannel Product Supply Chain Based on Stackelberg Game

Abstract:

To effectively solve the problem of pricing strategies in dualchannel supply chain with heterogeneous product, the effect of product dissimilitude on pricing strategies was researched. Firstly, a pricing decision model of dualchannel heterogeneous product supply chain was built based on consumer surplus theory. Then Stackelberg game was applied to get the optimal pricing and profits of manufacture and retailer. Finally, the effect of product dissimilitude on pricing strategies and profits of manufacture, retailer and the whole supply chain was analyzed by numerical experiment. The results indicate that strategy of highend product dissimilitude is benefit for manufacture, retailer and the whole supply chain.