Pricing Strategy of Multi Channel Supply Chain Based on Manufacturer's Pricing Time
Shusheng Sun, Lei Liu
Available Online October 2017.
- https://doi.org/10.2991/icesem-17.2017.59How to use a DOI?
- multi-channel supply chain; the delayed game theory; Stackelberg model
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - https://doi.org/10.2991/icesem-17.2017.59 ID - Sun2017/10 ER -