Optimal Pricing under The Consumer Segmentation in Dual Channel Supply Chain

Based on the fast development of E-commerce and heterogeneity of consumer behavior, in this paper, we develop a hierarchical selection model characterizing consumers' acceptance of online channel, and then study the optimal pricing strategy of suppliers in a dual channel supply chain. We conclude that the supplier should actively communicate with the online intermediaries for cooperation to improve customers' online shopping experience. For the online intermediaries, they should not only focus on improving consumer acceptance of online channels, but should strive to improve their product diversity, which will increase the proportion of type-primary consumers.