To　identify　the　optimal　channel　structure　in　the　consumer　electronics　industry,　the　issue　of　channel　optimisation　was　studied　in　a　supply　chain　with　one　retailer　and　one　manufacturer.　This　study　discussed　how　the　retailer　can　effectively　sell　products　through　either　the　online/offline　retail　channel　or　both　retail　channels　simultaneously.　Three　Stackelberg　game　models　were　formulated　to　study　these　different　retail　channels.　Then,　the　optimal　decisions　were　derived　in　closed-form　solutions　for　each　channel.　To　maximize　the　retailer’s　profit,　the　selections　of　optimal　channels　for　both　retailer　and　manufacturer　were　compared,　respectively,　from　the　aspect　of　supply　chain　coordination.　The　analytical　results　indicate　that　the　retail　structure　of　dual-channel　is　the　optimal　choice　for　the　retailer,　which　depends　on　the　channel　selection　of　manufacturer　and　the　channel　preference　and　price　difference　sensitivity　of　consumer.　In　addition,　both　retailer　and　manufacturer　can　overcome　disagreement　by　a　supply　chain　contract　that　combines　the　wholesale　price　and　compensation　plan.　This　study　not　only　conducts　the　theoretical　analysis　for　the　optimal　decisions　of　retailer　channel　but　also　provides　managerial　implications　for　the　mixed-channel　construction　of　retailers　in　practice.　©　2019,　Strojarski　Facultet.　All　rights　reserved.