Research on the Sales Strategy of Online Brand Owners Expanding to Offline Channels Based on The Online Agent Mode

This paper studies the supply chain system composed of online brand owners based on pure network sales to offline expansion, takes single channel model, establishes two dual-channel structure models direct selling model and distribution compares analyzes influence different structures pricing, demand optimal profit members. Research shows that brands in development strategy choice open stores fixed cost consumer preference, when is very low, or centered preference over a certain threshold, for otherwise model. In order improve cooperation efficiency members bilateral contract mechanism designed coordinate chain. When transfer payment fee within range, can optimize overall profit.