Dual Channel Supply Chain Pricing Strategy Considering Rebate

Yonglan Qian

《Frontiers in Economics and Management》 4卷3期 (2023/03) Pp. 253-263

https://doi.org/10.6981/FEM.202303_4(3).0030

摘要

Now many manufacturers to rebate strategy to provide products to consumers. In this paper, Stackelberg model is used to study pricing strategy of dual‐channel supply chain considering rebates under different dominant modes, and the influence of consumer preference on pricing is analyzed. The results show that: in the online channel mode, the demand and profit of wholesale price, retail price, rebate and pass‐through retail channels are positively correlated with consumers' preference for offline channels, whether in the manufacturer‐led or retailer‐led mode, while the manufacturer's profit depends on consumers' preference for channel and the cross‐price elasticity coefficient. In rebates, manufacturers use rebates to trap consumers in prices set by merchants.

關鍵字

Rebate ； Dual‐channel Supply Chain ； Consumer Preference ； Stackelberg Model

參考文獻

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