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ResearchontheCoordinationofFashionClothingDual-channel

SupplyChain

Introduction

Internetisthegreatestrevolutioninthe20thcentury.Notonlychangespeoplessocialcontactmannerofworkingandlifestyles,butalsoitchangesthemodelofproduction・Withthehelpofinternettechnology,e-commercedevelopsarapidgrowth.Thesellercanmakeuseofnetworktodisplayproductsbythewaysofimages,video,andcharacter.Thebuyercanmakeuseofnetworktotakecomparisonofseveralproducts,choosingproductsinthehighestutilityvalue.Aftermakingthedecision,consumersusingonlinepaymentsoftwaretobuytheproducts.Consumersreceiveproductsbyexpressdelivery.Thentheprocessofpurchaseiscompleted.Inthisprocess,Consumersdon*thavetochooseproductsfacetoface.Consumerscansavetimecostandtravelcost>improvetheconvenienceexpandthescopeoftheproductstochoose.Thisisthenetworkmarketingchannel.

Withtherapiddevelopmentofinformationtechnology,thenetworkismakingmoreandmoreinfluenceonthepeople.WiththedevelopmentandapplicationoftheInternet,e-commerceisboomingasanewbusinessmodel.Nomatterfromtheperspectiveofenterprise'sowndevelopmentorfromtheperspectiveofmeetingcustomerneeds,theimplementationofthedual-channelstrategyisamustforenterprisestocompeteandsurvive.Theenterprisesoftheimplementationofdoublechannelmodel,successbeyondcount.Manyenterpriseshasexploredthemethodtoeasetheconflictbetweenelectronicchannelsandtraditionalchannels,andtakeaseriesofeffectivemeasurestoachievecoordinationandbalancebetweenchannels,suchasEsteeLauderCo,IBM,CISCOandNike.Itnotonlyimprovesthemarketshareandpenetration,butalsoprovidesasuccessfulexampleforthenewvaluetransfermodebroughtbytheelectroniccommerce.

However,theintroductionofelectronicchannelswillbringaseriesofproblems.Themainsourceoftheseproblemsliesinthedamagetotheinterestsofmembersofotherchannels,sotraditionalretailerstendtoagainstthemanufacturertointroduceelectronicchannels,andwilltakemeasurestopreventtheintroductionofelectronicchannels,leadingtocontradictionbetweensupplychainmembers.

Singlesupplychaincontracthasbeenunabletosolvethecoordinationproblemofdualchannelsupplychain.Onlyaccordingtotheactualsituation,usingacombinationofbuybackcontract,revenuesharingcontractandwholesalepricecontract,onlythentobeabletoachievealongtimeofdualchannelsupplychaincoordination,toimprovetheoverallbenefitofthesupplychain,tomakemanufacturersandretailerstoachieveawin-winsituation.

Inthispaperthecharacteristicsoffashionclothingareanalyzedincludingseasonal>personalized>fashionandsensitivetofashiontrends.Acceptanceoffashionclothingfornetworkchannelsareanalyzedinthispaper.Puttingforwardthethecoordinationoffashionclothingdual-channelsupplychainissue.Dependingonthesubjectofthenetworkmarketingchannel,Therearethreestructures:thestructureofdual-channelsupplychainbytheleadingofmanufacturexthestructureofdual-channelsupplychainbytheleadingofretailer^thestructureofdual-channelsupplychainbytheleadingofe-commerceretailer.Inthispaperwediscussthestructureofdual-channelsupplychainbytheleadingofmanufacture.Namely,onthebasisoftraditionalretailchannels,manufacturersestablishthenetworksaleschannels.Thispaperestablishesthemodelsofmanufacturersandretailersandanalyzedthemodels.Thenthispaperdiscusseshowtogainmoreprofitformanufacturersandretailersinthecoordinationofdual-channelsupplychain.

ResearchStatusofOverseasandDomestic

Therearethreekindsofdualchannelsupplychainstructure,accordingtothedifferentchannelsofelectronicchannels.Inthispaper,wemainlydiscussthestructureofdual-channelsupplychainbytheleadingofmanufacture.Thestructureisbasedontheoriginaltraditionalchannels,establishtheself-onlinedirectmarketingchannels,toformatadual-channelstructure.

Dual-channelSupplyChain

Theearlyresearchonthedual-channelsupplychainhastwodecisionmakers,themanufacturerandtheretailer.Retailersandmanufacturersinaccordancewiththe

Stackelberggamemodeltomakedecisions.Inearlytwenty-firstCenturyKevinChiangWei-yuputforwardtheearlypricingmodelofdualchannelsupplychain.Inordertobeclosertotherealityofthemarketsituation,inthemathematicalmodeling,KevinChiangWei-yutointroducecustomerstothedegreeofacceptanceofdirectmarketingchannels.Themathematicalmodelofcentralizeddecisionmakingandthemathematicalmodelofdistributeddecisionmakingundertheconditionofsupplier'sleading.Throughtheanalysisoftheresultscanbefoundthatregardlessofthelevelofcustomeracceptance,theintroductionofdirectmarketingchannelsareabletointroducecompetitionmechanism,topreventretailerstosettheretailpricetoohigh.

Whenmanufacturersintroducedirectsaleschannels,competitionwillbeintroduced.Thismakenotonlytherelationshipbetweenmanufacturersandretailers,alsocompetitionbetweenthem.TsayAexaminesthemainfactorsthatleadtochannelconflict,andfindsthatchannelconflicthasledtoareductionintheprofitsofmanufacturersandretailers.Manufacturersandretailerscanincreasetheirmarginalprofitsbycoordinatingthepricesymmetrybetweenchannels.

Kay・Yutunderstandsthatthecompetitionbetweenmanufacturersandretailersismainlyduetothehomogeneityoftheproducts.Becauseoftheadvantagesanddisadvantagesofdirectmarketingchannelsandretailchannels,retailersandmanufacturersusedifferenttypesofservicestoreducetheimpactofthechannels.

Kay-Yutismainlyfromtheperspectiveofservicecompetitiononthedualchannelsupplychainanalysis.

ZhongMingusedtheexpectedvariancemodeltostudythedecisionmodelofthedualchannelsupplychainundertheconditionofriskaversion.Hefoundthattheriskaversionofthedualchannelsupplychainproductpriceswillbelowerthantheriskofneutraldualchannelsupplychainproductprices.Comparedwiththecentralizeddecision-makingsupplychain,verticalandhorizontalcompetitionindecentralizeddecision-makingsupplychaincanleadtoinefficientchannel.

PengJingetal.Studytheinfluenceofthedemandchangeonthedual-channelsupplychain.Theresultsshowthatthesizeofthedemanddisturbanceandthedegreeofconsumeracceptanceoftheelectronicchannelhaveimportantinfluenceonthepricing,productiondecisionandcoordinationcontractofthedual-channelsupplychainsystem.Inaddition,thegreaterthemagnitudeofthechangeofdemanddisturbancemomentum,thegreaterthedifferenceinprofitbeforeandaftertakingmeasures.

ZhouYongweifsstudywasbasedontheretailer(Q，R)andreplacedthestockreplenishmentdual-channelsalesmodelofsupplychain.ThroughtheestablishmentoftheMarkovprocessmodel,theincomefunctionofcentralizedcontroltypesupplychainanddecentralizedcontrolsupplychainisobtained.Heprovedthattheremustbeanoptimalstandardstockleveltomakethesupplychainbenefittothebest.

TheCoordinationofDual-channelSupplyChain

Channelcompetitionbetweenmanufacturersandretailerswillreducetheprofits.Therefore,withthedevelopmentofsupplychainmanagement,channelcoordinationinsupplychainmanagementhasbecomeanimportantdirectionofsupplychainmanagementresearch.Contractcoordinationstrategyofsupplychainsystemisthecorecontentofsupplychainmanagement.Pasternack(1985)proposedtheconceptofsupplychaincontractforthefirsttime,andprovidedtheoptimalwholesalepricepolicyandthebuybackstrategyofperishableproducts.Thecommonsupplychaincontractsincludewholesalepricecontract,buybackcontract,revenuesharingcontractandelasticquantitycontract.

Pricecompetitionhasalwaysbeenthecoreandfundamentalofsupplychaincompetition.Gangshu(George)CaiwereanalyzedandcomparedwiththeretailerledSteinberggame,themanufacturerledSteinberggameandNashequilibriumgame.Hefoundthattherewasapricediscountwhenthecontractwasbetterthanwhentherewasnocontract.Thisismainlybecausethemanufacturerandtheretailusepricecontracttocarryonthecooperationtobeabletoreducethecompetitioncostwhichthechannelcompetitionproduces.Thisarticleshowsthatstrengtheningcooperationbetweenmanufacturersandretailerscanincreasetheirprofits.

LinQiangconsiderthemarketdemandisnonlinearandrandomandthegeneralsituationoftheretailer'sefforts,theintroductionoftheobjectiveexistenceofthechannelmembersofthepsychologicalcharacteristicsofthefairnesspreference.Hedesignthebuybackcontracttoimprovetheimplementationofdualchannelsupplychaincoordination•Becausethetraditionalbuybackcontractcan'tcoordinatethesupplychainthatdependsontheretailefseffort,theeffortcostsharingparameterisintroducedinthebuybackcontractmodel,whichistheeffortcostofthemanufacturertosharethepartoftheretailer.Theresultsshowthatthedualchannelsupplychaincoordinationcanbeachievedwiththeimprovementofthebuybackcontractaslongastheparametersareproperlyvalued.

LiXiangxiangetal.Studyonthestrategyofthemanufacturertoimplementthepricedifferencecompensationtotheretailerdirectly,inordertomakethewholesupplychaintoachievetheoptimal.Butthisapproachhasharmedtheinterestsofthemanufacture匚Sotheextraprofitthatcanbemadebytheretailertoimplementthecontractistomakeupforthelossofthemanufacturer'sprofits,andthengivebacktothemanufacturerforacertainproportionoftheproceeds.Thisapproachcanimproveboththeretailerandthemanufacturersprofit,andfinallyrealizethecoordinationofthedualchannelsupplychain.

TanYanhuafsresearchresultsshowthat:thepricereferenceeffectnotonlyaffectsthepricingstrategyofitsownchannel,butalsoaffectsthepricingstrategyofthedualchannelsupplychain.Theconclusioncanprovidereferenceandreferenceforhowtoeffectivelypricethedual-channel.Dual-channelsupplychaincannotachievecoordinationundernormalcircumstances,buttheuseofthetwocontractcanachievecoordination.

DanBinetal.Constructedadual-channelsupplychainmodelconsistingofasinglemanufacturerandasingleretailer,andstudiedtheoptimalpriceofthedualchannelsupplychainunderthecentralizeddecisiomakinganddecentralizeddecision・making.Fromthepointofviewofcooperationbetweenelectronicchannelandtraditionalchannel,thecompensationstrategyofsupplychaincoordinationisdiscussed.Heprovedthatthiscompensationstrategycanpromotethecoordinationofdual-channelsupplychain,andcanguaranteethesupplychainmembersofawin-winsituationinacertainrange.Finally,anumericalexampleisanalyzedtofurtherverifytheeffectivenessofthecompensationstrategyforthecoordinationofdual-channelsupplychain.

Double-channelcoexistencewillappearthefreeriderphenomenonbasedontheinformation.Informationservicesneedcost,andanyoneofthechannelsofinformationserviceshaveapositiveexternalityforotherchannel.Sowhenthetraditionalchannelsandelectronicchannelstogethertosellthesamemanufacturersproducts,whichprovidesopportunitiesforotherchannelsoffreeriders.MaKai,ZhaoQianrudiscussedthenfreerider1'problemcausedbythecompetitionofservice,andestablishedthe"freeridernmodelafterthetra