The system dynamics was used to establish a short life cycle products operation system dynamics model under three stages dual-channel supply chain. Through simulation,system optimization was realized. The model is not only limited to simulate the word-of-mouth marketing within product life cycle,but also considers the influence of parts assembling on products supplying and impact of customer satisfaction on demand,as well as many other practical factors. Finally,a supply chain collaboration strategy was proposed for physical and online retailer under centralized decision-making mode.%以系统动力学为工具，建立了三级双渠道供应链短生命周期产品运营的系统动力学模型，通过仿真实现系统优化。模型中不仅模拟产品有限生命周期内的口碑营销需求变化，还考虑了零部件组装对产品生产与供应、顾客满意度对产品需求的影响等诸多现实问题。最后在集中决策模式下提出一个由实体零售商协助网购零售商实现其网上订单需求的供应链协作策略。
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