Pricing Strategy of Multi Channel Supply Chain Based on Manufacturer's Pricing Time

DOI

10.2991/icesem-17.2017.59How to use a DOI?

Keywords

multi-channel supply chain; the delayed game theory; Stackelberg model

Abstract

In a multi-channel supply chain system, if the retailer increases the direct channel on Internet, the dominant manufacturers are faced with pricing decisions under the consideration of the price sensitivity of the demand in channels. Based on the theory of delayed game theory, this paper analyzes the pricing time of manufacturer's direct channel by using Stackelberg game model. Study found that manufacturers should establish and publish direct prices of direct channels before retailers set retail prices and direct prices. The upfront release of direct price can maximize the profitability of the manufacturer. The study results can provide theoretical basis for the pricing strategy of manufacturers in multi-channel supply chain structure model.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shusheng Sun
AU  - Lei Liu
PY  - 2017/10
DA  - 2017/10
TI  - Pricing Strategy of Multi Channel Supply Chain Based on Manufacturer's Pricing Time
BT  - Proceedings of the 2017 International Conference on Education Science and Economic Management (ICESEM 2017)
PB  - Atlantis Press
SP  - 265
EP  - 268
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesem-17.2017.59
DO  - 10.2991/icesem-17.2017.59
ID  - Sun2017/10
ER  -