Research on Omni-Channel Supply Chain Pricing Decisions under Platform Fee Structure

With the rise of e-commerce platforms, the omni-channel supply chain has become a significant trend in business development. This paper aims to explore the impact of platform fees on pricing decisions within the omni-channel supply chain and how these decisions affect the profits of supply chain members. By constructing a Stackelberg game model, this paper analyzes the relationships among manufacturers, retailers, and e-commerce platforms, and thereby determines the optimal wholesale prices, retail prices, and platform fees. The study's findings reveal that an increase in the manufacturer's online channel supply ratio reduces wholesale and retail prices while increasing the profits of manufacturers and e-commerce platforms, but adversely affects the profits of retailers. Moreover, an increase in e-commerce platform fees has complex effects on the profits of supply chain members and poses challenges to the sustainable development of the supply chain. Therefore, setting platform fees reasonably is crucial for maintaining the healthy development of the omni-channel supply chain and balancing profits among members.