The Choice of Promotion Channel Under the Dual Channel

Yan Guo ； Jichen Yang ； Caifeng Zhou

《Frontiers in Economics and Management》 1卷12期 (2020/12) Pp. 295-303

https://doi.org/10.6981/FEM.202012_1(12).0047

摘要

This paper studies the pricing strategy and promotion channel selection of a single retailer under the dual channel sales model of online and offline under the condition that the market demand is determined. The online promotion mode, offline promotion mode and mixed promotion mode are considered, and the analytical solutions are obtained. By comparing the profits of the retailer under different modes, the optimal promotion channel is selected. The influence of promotion on price and demand is also analyzed.

關鍵字

Dual Channels ； Spillover Effects ； Promotion Efforts ； Pricing Strategies

參考文獻

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