Pricing and advertising decisions in manufacturer's dual-channel supply chain with online direct selling

被引：0

作者：

Li J. ^{[1
]}

Liu Y. ^{[2
]}

Lou T. ^{[1
]}

Li C. ^{[3
]}

Zhou Y. ^{[4
]}

机构：

[1] College of Xingzhi, Zhejiang Normal University, Jinhua

[2] School of Continuing Education, Zhejiang Normal University, Jinhua

[3] School of Economics and Management, Huaibei Normal University, Huaibei

[4] School of Management, South China University of Technology, Guangzhou

来源：

Jisuanji Jicheng Zhizao Xitong/Computer Integrated Manufacturing Systems, CIMS | 2021年 / 27卷 / 08期

基金：

中国国家自然科学基金;

关键词：

Cooperative advertising; Dual channel supply chain; Online direct selling; Pricing; Stackelberg game;

D O I：

10.13196/j.cims.2021.08.026

中图分类号：

学科分类号：

摘要：

Aiming at a dual-channel supply chain composed of one manufacturer and one retailer, and considering the joint impact of pricing and non-cooperative/cooperative advertising on dual-channel demand, three different game-theoretical models were developed under the setting of no advertising investment from both parties, the retailer engaged in all of the local advertising expenditures, and two parties offered a cooperative advertising program respectively. The equilibrium optimal pricing and advertising policies, as well as the profits of channel members and the whole supply chain were investigated for each model, and compared among three different models. The research showed that the better the product's compatibility with the web was, the lower the retailer's local advertising effort level and the higher the manufacturer's participation rate in the cooperative advertising were; the retailer's local advertising campaigns could increase the profits of both the manufacturer and the whole supply chain, and the manufacturer's cooperative advertising program could further boost them. Thus, the retailers preferred the manufacturer not to use cooperative advertising programs when they conducted local advertising campaigns. © 2021, Editorial Department of CIMS. All right reserved.

引用

页码：2448 / 2460

页数：12

共 27 条

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