期刊
TRANSPORTATION RESEARCH PART E-LOGISTICS AND TRANSPORTATION REVIEW
卷 85, 期 -, 页码 52-68出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.tre.2015.11.002
关键词
Supply chain management; Double marginalization; Price promotion; Reference price effects
类别
资金
- National Natural Science Foundation of China [71201033]
We consider the price promotion in a supply chain comprising one manufacturer and one retailer, who take into account the reference price effects of consumers. The problem is analyzed as a manufacturer-lead Stackelberg game. The results indicate that reference price effects could mitigate double marginalization effects, and improve the channel efficiency. We also show that the optimal price promotion benefits the manufacturer, retailer and consumers in consumer promotion model. Furthermore, we provide the conditions under which the retailer has an interest in offering price promotion to consumers. Finally, we employ numerical analysis to demonstrate more managerial insights. (C) 2015 Elsevier Ltd. All rights reserved.
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