- 期刊
A Stackelberg Game based on Complementary Goods Strategy Selection and Pricing Research
摘要
When studying the optimal strategy selection and pricing game problems of manufacturers and platform vendors in e‐commerce supply chains, less research has been conducted on the level of logistics services, which leads to the impact of logistics services on users being downplayed in relevant pricing studies. In this paper, based on a secondary supply chain consisting of a single manufacturer and a single e‐commerce platform under the premise of manufacturer dominance, four Stackelberg game models are constructed based on the combination of different sales strategies that may be adopted by manufacturers and platform vendors, analyzing the effects of logistics service level, degree of complementarity and bundled sales strategies on the equilibrium prices and profits of supply chain members, and solving for the supply chain the optimal combination of decisions for the whole as well as the optimal decisions and pricing for the supply chain members. The conclusion indicates that the optimal combination of separate wholesale‐separate sales strategy is chosen when the discount factor is low, and the optimal combination of bundled wholesale‐separate sales strategy is chosen when the value of the discount factor is high.