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

摘要： 面对强势制造商控制网络直销渠道和批发价格，零售商在此不利局面下如何改善自身绩效，针对该问题，构建了零售商提高服务水平和开辟网络渠道的最优定价决策模型。在集中式和Stackelberg分散式两种供应链情形下，研究了零售商开辟和未开辟网络渠道下服务水平对定价策略和各成员利润的影响。研究表明，零售商提高服务水平有利于零售商和制造商以及整个供应链的绩效；开辟网络渠道会提升零售价格，增加零售商和制造商以及整个供应链的利润。

关键词: 供应链, 渠道选择, 服务, 定价