Complexity Analysis on Supply Chains of Manufacturer: Introducing a Self-Built Online Platform Under Dual-Channel Retailing

We establish a long-term dynamic Stackelberg game model based on dual-channel retailing, taking into account the manufacturer’s dynamic quality decision-making. The model involves a manufacturer who has a self-built online platform and a retailer, and the complex characteristics of the system when the manufacturer makes dynamic quality decision-making are explored. We further analyze the supply chain system by exploring the stable region, global bifurcation and multistability of the dynamic system, the bifurcation diagrams, 3D-profit diagrams, and consumer utility. The conclusions are as follows: (1) There are local steady and multisteady states in the dynamic system, and the adjustment parameters of all decision variables should be kept within an appropriate range to figure out the dynamic evolutionary orbits and reduce the uncertainty. (2) The development of the supply chain is hampered by excessive channel rivalry. (3) The market-dominant manufacturer must strike a balance between product quality and the self-built online platform’s business focus. (4) While a chaotic condition of the system might lead to greater efficiency for supply chain participants, major disruptions to supply chain operations can also result from market uncertainty. (5) The chaotic behavior can be effectively controlled using the delay feedback control method.