期刊
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH
卷 180, 期 1, 页码 262-281出版社
ELSEVIER
DOI: 10.1016/j.ejor.2006.04.002
关键词
supply chain management; pricing; brand management; channel competition; comparative statics
This paper analyzes channel pricing in multiple distribution channels under competition between a national brand (NB) and a store brand (SB), where an NB can be distributed both through a direct channel (e-channel) and an indirect channel (local stores) but an SB can be distributed only through an indirect channel. We first explore cross-brand and cross-channel pricing policies. Formulating the problem as a Nash pricing game, we reach two findings: (1) brand loyalty building is profitable for both an NB and an SB; and (2) marketing decisions are more restrictive for an NB channel than they are for the SB channel. We next assess supply chain coordination and reach two findings: (1) wholesale price change does not coordinate the supply chain and (2) an appropriate combination of markup and markdown prices can achieve both supply chain coordination and a win-win outcome for each channel. (c) 2006 Elsevier B.V. All rights reserved.
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