Research on Collaborative Strategy of Dual-Channel Supply Chain System for Product and Service Selection Driven by Experiential Demand

With the intensification of dual-channel competition, manufacturers are increasingly inclined to invest in offline showroom services to improve consumers' shopping experience, making it an emerging trend. Based on this background, this paper makes an in-depth study of how manufacturers choose the business strategy of physical showrooms in the dual-channel e-commerce environment, discusses the advantages and disadvantages of different service models, and analyzes the impact of these choices on consumer behavior and market competition. Through this research, this paper aims to provide valuable strategic suggestions for manufacturers to optimize their dual-channel service models. Four Stackelberg game models are constructed: 1) no service model (N), 2) manufacturers invest in service online products (MSM), 3) retailers invest in services online products (RSM), and 4) retailers invest in services online products (RSR). Then the optimal decision under the above four strategies is compared and analyzed, and the optimal choice of the manufacturer and the optimal service model of the whole supply chain are obtained.