Abstract: By constructing a theoretical pricing decision model of a supply chain that consists of a manufacturer who assumes social responsibility and a retailer who aims to maximize profit, this paper examines the pricing decision under different channel strategies, then analyzes the impact of social responsibility of the manufacturer on equilibrium and proposes the optimal channel strategies from the perspective of supply chain and social welfare. The results show that under single channel strategy, higher social responsibility of the manufacturer will lead to lower prices, higher supply chain profit and better social welfare. When the manufacturer opens online channels, products will be sold at lower prices but in a larger quantity. When its social responsibility lowers to a level below certain threshold, proper transfer of supply chain profit can solve the channel conflict caused by manufacturer encroachment, and finally result in a "win-win" result among the manufacturer, the retailer and consumers. When its social responsibility rises to a level above certain threshold, the manufacturer would no longer have the motivation to open online channel.

Key words: social responsibility, supply chain, pricing, channel strategies