Research on Dual Channel Supply Chain Decision Making of New Retailing Enterprises Considering Service Behavior in the Era of Big Data

Drawing from extant retailing and supply chain research, this paper studies the dual channel supply chain decision making of member channel, and obtains the optimal price strategy, maximum demand, and maximum total revenue of the supply chain of network channel and retailing channel under the centralized decision making and decentralized decision making respectively. The contributions of this study are that investing in big data within a certain threshold can improve the channel service level, reduce the channel price, and improve the income of the supply chain. Supply chain members improve the channel service level and increase the corresponding channel price. The supply chain can get the most advantages when manufacturers and retailers make centralized decisions. This paper provides a starting point for new retailing academic and practical research in a domain that is deficient in empirical research and provides the theoretical framework to new retailing enterprises and decision-making model for their sustainable competitive advantage.