Pricing strategy of supply chain based on manufacturer's marketing channel selection

被引：0
|
作者：
Zhao L. [1 ]
Cheng M. [2 ]
机构：
[1] School of Management, Shanghai University, Shanghai
[2] School of Management, Guangdong University of Technology, Guangzhou
来源：
| 1600年 / Systems Engineering Society of China卷 / 36期
基金：
中国国家自然科学基金;
关键词：
Channel selection; Dual channel marketing; Pricing strategy; Supply chain;
D O I：
10.12011/1000-6788(2016)09-2310-10
中图分类号：
学科分类号：
摘要：
Manufacturers' launching online direct marketing channels does inevitably affect retailer's profit, which will lead to channel conflict between manufacturers and retailers and also influence the retailers' ordering enthusiasm. Therefore, it is necessary to share partial profit with related retailers so as to achieve win-win strategy. This paper constructs a pricing model of supply chain for manufacturers' marketing channel selection while retailers have dual channels. Based on the centralized decision-making of supply chain and the Stackelberg decentralized decision-making with manufacturers' marketing power, it studies the optimal pricing strategy for both the manufacturers without and with online direct marketing channels under a certain profit sharing mechanism. By comparative study and numerical analysis, it can be found that manufacturers' launching online direct marketing channels will promote the performances of manufacturers, retailers and the whole supply chain under a certain profit sharing mechanism, respectively. © 2016, Editorial Board of Journal of Systems Engineering Society of China. All right reserved.
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页码：2310 / 2319
页数：9
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