چكيده به لاتين
With the development of information technology and the growth of the internet using in recent years, many manufacturers begin to sell their products through an online channel in addition to their traditional channel. When products are sold to consumers through an online channel in addition to a traditional channel in a supply chain, supply chain structure is changed to dual-channel supply chain. In this study, a dual-channel supply chain contains a manufacturer that sells his products through an online sale channel and a traditional sale channel is investigated. The online channel and the traditional channel compete with each other on pricing and offering services. For attracting more demand, the online channel offers the warranty replacement and the home delivery services and the traditional channel offers the sale service to the consumers. A basic model and its development are examined in this study. In the basic model, the investigated supply chain with the online channel and with the direct channel are compared. In this model, the pricing decisions in the sale channels, the warranty replacement period in the online channel, and the sale service in the traditional channel are optimized under three different decision making structures: 1) Decentralized decision making model for the supply chain with the online retailer under a Nash-Cournot game that the channels have equal power in this game. 2) Decentralized decision making model for the supply chain with the direct channel under the Manufacturer-Stackelberg game that the manufacturer is the leader of the game because he have the online channel. 3) Centralized decision making model from whole supply chain perspective. 4) Coordinated decision making model under hybrid revenue-tariff contract for the supply chain with the online retailer. 5) Coordinated decision making model under revenue sharing contract for the supply chain with the direct channel. The results of the basic model demonstrate that the supply chain with the direct channel is more profitable. Therefore, this supply chain is developed in this study. In this development, the optimal values of the repair warranty of all the products, the warranty replacement period and the delivery lead time in the online channel, the sale service in the traditional channel, and the sale prices in the sale channels are obtained under different decision making structures i.e. the decentralized, centralized, and revenue sharing coordination contract. In addition, in the development model the transportations and the remanufacturing of the returned products in the warranty replacement period are examined. For obtaining the results of the study, analytical and numerical results based on the data of the case studies (Hakoopian, Digi-kala, and Shahrvand Companies in the basic model and Pars-khazar and Refah Companies in the development model) are provided. Moreover, the possibility of the disruption occurrence in the delivery system of the online channel is analyzed in this study. The results of this study indicate that the proposed contracts are efficient for coordinating the members, increasing of the profit of the members and the whole supply chain, and improving the offered services by the both sale channels.
