Abstract
Aiming at the dual-channel supply chain system with the manufacturer owned direct channel and retail channel simultaneously, the consumers are divided into retail channel loyalty and brand loyalty two parts, under the condition of market demand are depend on the consumers’ channel preference, we studied to the pricing game and coordination between the manufacturer and retailer. The research result showed that the Nash equilibrium of price exists in centralized and decentralized supply chain system, the channel preference degree of consumers, the number of brand loyalty consumers are all have certain influence on supply chain’s optimal pricing strategy, and the price markup contract can realize the coordination of supply chain. The numerical experiment has showed the effectiveness of the conclusions.
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