Pricing strategy of dual-channel supply chain considering cross-channel effects

被引：10
|
作者：
Chen, Jie [1 ]
Huang, Yuanyuan [1 ]
机构：
[1] Nanjing Univ Sci & Technol, Sch Econ & Management, Nanjing 210094, Peoples R China
来源：
PROCEEDINGS OF THE 33RD CHINESE CONTROL AND DECISION CONFERENCE (CCDC 2021) | 2021年
关键词：
cross-channel; pricing strategy; dual-channel; stackelberg game; MANUFACTURER; COMPETITION;
D O I：
10.1109/CCDC52312.2021.9601354
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
In order to study the influence of cross-channel effects on dual-channel supply chain pricing, the paper constructs a dual-channel supply chain system, which composed of a manufacturer and a retailer, the optimal pricing strategy and profits of the manufacturer and the retailer are solved through the stackelberg game model. Research shows that when the online-to-offline cross-channel effect is larger, the retailer will reduce the online channel price and increase the offline channel price compared with not considering cross-channel effects. On the contrary, the retailer will increase the selling price of online channel and reduce the selling price of offline channel compared with not considering the cross-channel effects; and the cross effects will increase the profits of the retailer and the manufacturer; when the offline-to-online cross-channel effect is larger, the price of the online channel is higher than the unified price than the offline channel price.
引用
收藏
页码：4196 / 4201
页数：6
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