关键词: 双渠道供应链, 产品质量, 偏好, 定价策略

Abstract: Price and quality of products are the constant focus of consumers. Although multi-channel brings convenience to consumers, the difference of product's quality and price in channels makes consumers face a coordinated selection of channel during their purchasing products. This paper studies a dual-channel profit decision problem with consumers' preference for product's price and quality, and discusses the optimal strategy under decentralized decision and centralized decision with the manufacturer as the leader. We also compare the influence of consumers' quality preference and product quality level on supply chain, and by designing a revenue sharing contract mechanism we realizechannels coordination and prove their effectiveness. The results show that the manufacturer and retailer can obtain the maximum profit when the product quality is in a certain range. The profits of manufacturer and retailer decrease with the improvement of quality when consumers' preference for quality increases, and manufacturer and retailer can eliminate the double marginal effect through coordinating sales prices to achieve the supply chain coordination. Finally, an example is used to analyze the effect of consumers' quality and price preference on total profit and give corresponding management implications.

Key words: dual-channel supply chain, product quality, preference, pricing strategy