Abstract 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 competition effect, the manufacturer may choose the online dual channels mode when the degree of price competition is low, while under the free-riding effect, the manufacturer will choose the online dual-channel 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 retailer to provide higher service level and offline retail price under the mixed dual channel model.
LI Xiang,WANG Meiqi,GUO Chang. Research on Decision Optimization of Dual Channel Supply Chain Considering Offline Service Level[J]. Chinese Journal of Management, 2024, 21(8): 1217-.
