Abstract:In this paper, manufacturer's network channels are divided into self-employed sales, platform sales and mixing sales based on the different e-commerce. A stackelberg game in the dual-channel is considered, where the manufacturer is leader and other players(retailer and online retailers) are followers. In three different channel models, we analyze the effect of price competition coefficient and commission ratio on other economic variables, as well as the optimal pricing decision and channel selection of manufacturers. We also demonstrate the proposed model through a series of data sets. It is observed from the numerical study that commission rate factor within a certain range, manufacturer profit decreases as commission ratio increases, but the total profits of traditional retailers, online retailers and supply chains increases as the commission ratio increases in the platform sales and the mixing sales. In three different channel models, the mixing sales is more profitable for traditional retailers and manufacturers, and the platform sales is more advantageous for the online retailers and the supply chain profit increase.