Showrooming has become common practice of consumers in the context of dual-channel retailing. Under different intensities of showrooming, the manufacturer can decide whether to directly retail online (the M-R case) or resell through an e-retailer (the E-R case). Dual-channel supply chain models and dynamic game models are developed and both online selling formats are investigated. The dynamic game process of the supply chain is numerically simulated. The stability of the Nash equilibrium point is investigated by parameter basins for periodical cycles and bifurcation diagrams. The results show that the price adjustment speeds have a larger stability range in the M-R case while the service effort adjustment speed has a larger stability range in the E-R case. The stability of the systems is more sensitive to price adjustment speed than service effort adjustment speed in both supply chain structures. It is found that the systems will enter chaos through a flip bifurcation or a Neimark–Sacker bifurcation. The changes in attractors and basins of attraction indicate that both channels can reach the equilibria more easily when they choose a lower speed of retail price adjustment. The effects of showrooming on decision variables are greater in the M-R case than in the E-R case. When the showrooming effect is moderate, the manufacturer should choose the M-R case; when the showrooming effect is sufficiently large or sufficiently small, the manufacturer should choose the E-R case. We propose a wholesale price markdown strategy which can: (i) eliminate the double marginalization and coordinate the supply chain; (ii) effectively control the chaos caused by the overhigh adjustment speed of wholesale price, and restore the system to a stable state; (iii) improve the retailer’s service effort.

中文翻译：

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具有展厅效应的双渠道供应链定价与服务努力分析

在双渠道零售的背景下，陈列室成为消费者的普遍做法。在不同的展厅强度下，制造商可以决定是直接在线零售（MR案例）还是通过网络零售商转售（ER案例）。开发了双渠道供应链模型和动态博弈模型，并对两种在线销售形式进行了研究。数值模拟了供应链的动态博弈过程。通过周期性循环和分岔图的参数盆地研究纳什平衡点的稳定性。结果表明，价格调整速度在MR情况下具有较大的稳定性范围，而服务努力调整速度在ER情况下具有较大的稳定性范围。在这两种供应链结构中，系统的稳定性对价格调整速度的敏感度高于对服务努力调整速度的敏感度。发现系统会通过翻转分岔或内马克-萨克分岔进入混沌状态。吸引人和吸引力盆地的变化表明，在选择零售价格调整速度较低时，两个通道都可以更容易地达到均衡。陈列室对决策变量的影响在 MR 案例中比在 ER 案例中更大。当陈列效果适中时，厂家应选择MR机箱；当陈列室效应足够大或足够小时，制造商应选择ER案例。我们提出了一种批发价格降价策略，可以：（i）消除双重边缘化并协调供应链；（二）有效控制批发价格调整速度过快造成的混乱，恢复系统稳定状态；(iii) 改进零售商的服务努力。