Abstract: Aiming at the problem that the service enthusiasm of offline channel would reduce and the channel competition would increase caused by the promotion of offline channel service on online channel,by  considering the showrooming effect of service in retailer's offline channel on the demand of manufacturer's online channel,the coordination of a dual-channel supply chain consisting of one manufacturer and one retailer was investigated.To solve this problem,the profit models under centralized and decentralized scenarios were built.On this basis,the impacts of showrooming effect on optimal pricing,optimal service level and price competition were compared and analyzed.To achieve coordination,a coordination strategy based on demand reducing from offline channel to online channel was proposed.The results showed that both the manufacturer and the retailer were stimulated to increase online price and service level as the showrooming effect increased respectively.Besides,the demand transfer due to price competition could be reduced via shrinked the price difference between channels.Under the proposed strategy,perfect coordination of supply chain system could be achieved.Moreover,the showrooming effect could play a role in the allocation of members' profits via affecting coordination parameters.The effectiveness of the coordination strategy was verified through numerical examples.

Key words: dual-channel supply chain, service, showrooming effect, pricing, coordination

摘要： 线下渠道服务对线上渠道需求的促进作用可能导致线下提供服务积极性降低以及渠道竞争加剧,针对这一问题,考虑零售商线下渠道服务对制造商线上渠道需求具有促进作用的展厅效应的情形下,研究由一个制造商和一个零售商组成的双渠道供应链的协调问题。构建了集中式决策与分散式决策下的理论模型,分析、比较了展厅效应对最优定价、服务水平和价格竞争的影响,提出一种基于线下需求引导的协调策略。研究表明：展厅效应的增强不仅不会诱导制造商降低线上价格和抑制零售商提供服务的积极性,还能缩小渠道间价差,进而减少由价格竞争导致的需求转移;所提出的协调策略可以实现供应链系统的完美协调。并且,展厅效应强度可以通过影响协调参数对供应链成员利润分配产生影响。通过算例分析,验证了该协调策略的有效性。

关键词: 双渠道供应链, 服务, 展厅效应, 定价, 协调中图