Product quality control strategy of dual distribution channel structure in three-echelon supply chain

Based on the three-stage Stackelberg dynamic game model, we study how to make product quality control strategy in three-echelon supply chain consisting of manufacturer, retailer and customer under dual-channel structure manufacturer structure. In two decision models (decentralized decision, centralized decision), analyze demand price elasticity, market share ratio, revenue sharing ratio cost coefficient influence demand, level, retail direct different channels, expected functions retailer, consumer surplus strategy. We find that firstly, are positively related level is negatively elasticity traditional channel internet channel. What's more, retailer’s will be higher than Thirdly, case manufacturer's price, joint all rise, but fall. Fourthly, when entrusts third-party platform build channel, revenue, decrease. Finally, conduct simulation analysis by MATLAB 2018, which verifies validity credibility our conclusions points direction for specific application model practice.