Summary: Dual-channel sales of products not only bring more profit gains, but also bring conflict and challenges to the enterprises in complex market demand. Based on the consumers’ strategic behavior to the manufacturer’s offline channel and online channel, this paper studied pricing and coordination strategies of dual channel considering consumers transferring. The equilibrium pricing strategies of the offline-leading and online-leading Stackelberg games are established. After obtaining the equilibrium solution, we analyzed the influence of proportion of strategic consumers/probability of online consumers/consumers transition probability on the optimal pricing and profit. Futhermore, we constructed a dual-channel centralized decision-pricing model, and obtained that there is a unique dual-channel optimal pricing strategy and gave its analytical solution expression. Finally, numerical examples were given to verify the obtained results.