Research on two-echelon supply chain pricing strategy under retailer difference dominant position

With the development of retailer power, the effect of retailer on channel pricing strategy becomes stronger and stronger. the paper studies the problem of channel pricing strategy in the channel with single manufacturer and double retailers under retailer dominant position of difference and retailer differentiation, considers the effect of channel power structure and differentiation on channel pricing strategy. The research results are as follows. With the increase of dominant position in the supply chain, retailer will lower the manufacturer´s wholesale price, increase retail price in pursuit of profits, get more profits from the channel;The retailer service or brands are more differentiated, the wholesale price and the retail prices are lower, the profits of retailer and manufacturer are also lower.