Resumen
As market competition becomes increasingly fierce, it becomes more and more important for members of the supply chain to maximize market sales and improve the economic benefits of all parties through altruistic cooperation. Considering the complex relationship between online and offline retail channels, this paper proposes a competitive–cooperative strategy based on altruistic behavior for the dual-channel supply chain, by applying the theory of the co-competition game. First, we introduce the problem with respect to the relationship between online and offline retail channels, and establish the competitive–cooperative strategy model based on altruistic behavior. Then, we prove the equilibrium strategy for existence and stability of the proposed model through mathematical deduction. Next, a multi-object optimal model is excluded by applying the Pareto principle, and the NSGA-II-based algorithm is obtained to acquire the Nash equilibrium point. Finally, we present the case testing results, which indicate that the proposed model is robust and can improve the channel efficiency of the supply chain.