Research on Pricing Policy of E-business Supply Chain Based on Bertrand and Stackelberg Game

As a new marketing way, more and more enterprises begin to pay more attention to the direct marketing channel, in order to gain more market share and economic profit. In this paper, we introduced two parameters into to the pricing model of e-business supply chain, as direct channel service level and retail channel service level. Then construct the pricing model under stackelberg game, bertrand game and centralized decision mode. Through the comparison and analysis of the pricing models under different decision-making environment, we get the pricing strategy that manufacturers and retailers should take when they make service cooperation. Because manufacturers always get more profits in the stackleberg game, so manufacturers tend to choose the stakelberg game with the retailer.