There are different variable that effect on customer decision in product selection. The most important is price that many studies have been done on it. But there are some variables that are important effect on customer decision like service and advertising. In this research Pricing, service level advertising level decision in a dual channel supply chain Have been studied. Supply chain management is a topics that has attracted the attention of many researchers in recent years. With the development of new knowledge and technologies, as well as increased competition in the supply chain systems necessary to optimize these systems is felt. So integration decisions and optimize different parts of the chain will increase its efficiency. Another important issue that in recent years many researchers have focused on it is the role of channel management and supply chain structure in bullwhip effect (by reducing the delivery time to customers). Some innovations such as the Internet and electronic exchange of data by reducing the time of delivery of orders to customers can lead to a reduction of the bullwhip effect. For this reason, dual channels, including direct and indirect channels also increase the efficiency of the chain is very important. This research considered three approaches of Game theory: Nash, Stackelberg-Manufacture Centralized. In the literature related to the research There is a separate study on pricing, service advertising but there isn’t Simultaneously analyze on this topics. Demand function Used in this research gives a good view of the Changes in customer demand Compared to the price, service level advertising level of the product. In the exact solution offered There are some things that are not in literature related to the research. So This study helps to Researchers to Achieve fast am accurate answers.
