关键词: 供应链, 渠道选择, 服务, 定价

Abstract: How does a retailer improve their performance in the situation of a powerful manufacturer control the direct channels and wholesale prices? This paper constructs an optimal pricing decision model on improving retailers’ service and opening the network channel to address this issue.Based on centralized and Stackelberg decentralized supply chain, the impact of the service on the pricing strategy and individual interest in the condition of open or not open the network channel is explored in this paper. The results show that improving retailers’ service is benefit to retailers and manufacturers as well as the overall supply chain performance; opening network channels will increase retail prices and increase profits for retailers and manufacturers as well as the entire supply chain.

Key words: supply chain, channel selection, service, pricing