Research on Dual Channel Pricing Decision Considering After-sales Service Cooperation

• 1、College of Management and Economics, Tianjin University, Tianjin 300072

Abstract：How to achieve good after-sales service for online retailers in the e-commerce environment is a major issue in China. This paper studies a dual channel retail system consisting of an online retailer and an offline retailer from the perspective of after-sales service cooperation in an e-commerce environment. This paper first studied the optimal price strategies and service cost of both parties under the decentralized decision-making model. Then, based on the optimal price under centralized decision-making, the two-part tariff mechanism is proposed to coordinate the profits of two parties, which can maximize overall profit while achieving a win-win situation. Finally, the numerical analysis is conducted to further verify the coordination effect of two-part tariff mechanism on the profits of two parties, and then we analyze the impact of external factors on profits, coordination mechanism, price and service fee decision-making of two parties. This paper proves that the two-part tariff mechanism provides a good direction for the cooperation of competitive retailer and a good solution for the after-sales service problem of e-commerce in the current rapid development of e-commerce, which has strong practical guiding significance.

Keywords： dual channel after-sales service two-part tariff coordination