简介：Thepaperstudieschannelchoicedecisionsinamulti-channelsupplychainunderastrategywherethereisanex-antecommitmentmadeontheretailpricemarkup.Themarketdemandisuncertainanddependentonthepriceandsalesefforts.Theresultsshowthatinanychannelstructure,whenmakingorderdecisionstheretaileronlyexaminesthepriceratioandthefluctuationsizeofrandomdemand,ratherthanthechannelcostandtheretailer’smarketingefficiency.Whentheretailpricerises,themanufactureriswillingtoincreaseinventoryquantityfordirectsales,becausethemanufacturer’sprofitmarginishigherindirectchannel.Theincreaseindemandfluctuationonlyaffectsthedegreeofchannelpreferencebutdoesn’tchangethemanufacturer’schannelchoice.Nomatterinwhichlevelthepriceratiois,whenthesalesefficiencyofretailchannelisnothighorthedemandproportionofdirectchannelislow,themanufacturerandtheretailerwillbebothapttochooseadual-channelstructure.Thenaddingadirectchannelbecomesamarketingstrategy,ratherthanacompetitoroftheretailchannel,andhelpsthesupplychainwinmoremarketdemand.