The Study on Pricing Decision and Revenue Allocation of Dual-channel Supply Chain under Customization in Ecology Industry

Yi-Bin Li

Ekoloji, 2019, Issue 107, Pages: 837-844, Article No: e107098


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In a customized dual-channel supply chain system, ecology industry is the major supply chain participants. Based on ecology industry participating in the realization of customized product sales, the online channel and offline channel demand functions are proposed, and markup pricing is regarded as the pricing strategy in this study. The conclusions are summarized as below. (1) In a customized dual-channel supply chain system, proper pricing decisions could realize the overall revenue maximization of a supply chain. (2) Supply chain revenue maximization is determined by the price sensitivity difference between online channel demand and offline channel demand. (3) Practicable ecology industry revenue allocation ratio is related to ecology industry’s online sales contribution and offline sales performance.


dual-channel supply chain, ecology industry, pricing decision, customization, revenue


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