Research on “unified-purchase, scattered-sale” strategy in the two-echelon supply chain

There are some “multiple-price” problems in the two-echelon supply chain, Manufacturers can adopt vertical restraints, for example, manufacturers can sustain price balance by means of charging for franchise fees or special promotion. But these means have kind of drawbacks and hard to manipulate. Base on the “multiple-price” model, this paper gives the “unified-purchase, scattered-sale” strategy, concludes that this strategy has realized the vertically-integrated profits in the manufacturer-retailer frame, and it can not only greatly improve the profits of retailers or channel intermediaries, but also enhance its advantages in costs and prices. Consequently, it is profitable that the manufacturers decrease wholesale price in a small range.