Author(s)

Lijuan Huang^1,2, Yingyu Wu^1*

¹School of International Pharmaceutical Business, China Pharmaceutical University, Nanjing, China.
²Jiangsu Vocational Institute of Commerce, Nanjing, China.

With the continuous development of the Internet, online pharmaceutical channels have been rapidly expanded in many countries. How to give full play to the advantages of online channels and offline traditional channels to achieve a win-win situation is a hot research topic at present. Taking the dual-channel supply chain led by pharmaceutical manufacturers as the research object, considering the influence of pharmaceutical product quality and pharmaceutical retailers’ sales efforts on demand, the cooperative and decentralized decision models are compared and analyzed, and the necessity of constructing a coordination model is demonstrated. From the perspective of supply chain member cooperation and profit maximization, the combination contract mechanism of “revenue sharing + quantity discount” is designed to realize channel coordination. The numerical example study shows that under decentralized decision, when the profit of pharmaceutical supply chain members reaches the optimal value, the overall profit of the supply chain does not reach the optimal value. The overall profit of supply chain system under cooperative decision is always higher than that under decentralized decision. The combination contract mechanism can effectively coordinate and optimize the dual-channel pharmaceutical supply chain, so as to make every member of the supply chain achieve a win-win situation.

Pharmaceutical Product Quality, Sales Efforts, Stackelberg Model, Pharmaceutical Supply Chain, Dual-Channel

Huang, L. and Wu, Y. (2022) Research on Coordination of a Pharmaceutical Dual-Channel Supply Chain Considering Pharmaceutical Product Quality and Sales Efforts. Open Journal of Social Sciences, 10, 297-328. doi: 10.4236/jss.2022.105020.