研究2条分别由单生产商单零售商组成、具有网上、网下双营销渠道供应链之间的价格竞争,其中一条由制造商负责网上直销、零售商负责传统零售(M模式),另一条由零售商同时负责网售和传统零售(R模式)。分别建立了2条双渠道供应链均为分散式供应链、一条为分散式供应链一条为集中式供应链、以及均为集中式供应链下的竞争决策的EPEC模型、MPEC模型和Nash均衡模型,求出了各个渠道的最优销售价格。最后,进行了数值仿真和参数敏感性分析,并提出了管理对策。 The study consists of two single-retailer single retailers, with the price competition between the two online and offline marketing channels. One of them is the direct online retailer, the retailer is responsible for the traditional retailing (M-mode) and the other Retailers are also responsible for both net sales and traditional retail (R-mode). Two kinds of dual-channel supply chains are established respectively, which are distributed supply chain, one is distributed supply chain, one is centralized supply chain, and both are EPEC model, MPEC model and Nash equilibrium model, all of which are competition decision under centralized supply chain , Obtained the optimal sales price of each channel. Finally, the numerical simulation and parameter sensitivity analysis are carried out and the management strategies are proposed.