A bimodal supply chain game model for apparel enterprises considering consumer channel preferences
Journal Title: BOHR International Journal of Operations Management Research and Practices - Year 2024, Vol 3, Issue 1
Abstract
Considering the consumer’s channel preference, this paper studies the pricing strategies of clothing manufacturersand retailers mainly selling online on traditional e-commerce platforms and live e-commerce platforms, andconstructs two sales modes: direct selling mode and resale mode. Based on the Stackelberg game model, theoptimal pricing and profit of direct selling mode and resale mode under centralized decision-making are solved,and the variables such as imported discount, consumer trust, and demand satisfaction are analyzed in detail. Theresults show that a large discount can’t guarantee the maximization of platform profits and a suitable discountcan effectively improve the profits of retailers and manufacturers. Traditional platform retailers effectively improveconsumers’ trust in goods, which is conducive to improving their own and manufacturers’ profits; When the costpaid by consumers when purchasing goods from different channels is different, the change of consumers’ shoppingcost will directly affect the pricing of goods by the two platforms.
Authors and Affiliations
Zhoulei Pan Hao Wan Yihao Yin
Keywords
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- EP ID EP743579
- DOI 10.54646/bijomrp.2024.26
- Views 24
- Downloads 0
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