Abstract: Aiming at the issue of the consumer channel preference and bidirectional fairness concerns in the dual-channel supply chain, how to effectively integrate the platform advantages of online channel providers with the experience advantages of offline channel providers is explored. Based on the consumer preference, the coexist situation of bidirectional fairness concerns among manufacturers, online and offline channel providers is considered. It is necessary to further explore the difference between centralized and decentralized dual-channel supply chains in pricing decisions. The contract for wholesale price discounts and sharing service costs is introduced to coordinate various entities in the supply chain. The results show that：(1) The double marginalization effect of the dual-channel supply chain will be further aggravated by the factors of bidirectional fairness concerns. (2) The horizontal and vertical fairness concerns have different influence trends on the utility of manufacturers and channel providers, and can respectively strengthen and weaken the bargaining power of consumers. (3) When the consumer channel preference coefficient is within a certain interval, the increase of online channel and manufacturer’s profit can make up the losses of offline channel providers. (4)By setting the contract ratio within a certain range, it can promote manufacturers, online and offline channel providers to form a complementary and collaborative win-win situation.

Key words: dual-channel supply chain; bidirectional fairness concerns; channel preference; online to offline; contract design