Study of Manufacturers and Retailers Pricing under Dual Channel Mode-Based on Stackelberg Gamble
Available Online January 2016.
- https://doi.org/10.2991/etmhs-16.2016.100How to use a DOI?
- Dual Channel Mode; Consumer Utility; Stackelberg Gamble; Equilibrium Pricing
- Manufacturers dual channel mode is accompanied by the birth of the Internet and the emergence of new sales environment, the retailers adhered to the traditional channels under this mode are often required to lower prices in order to cope with shocks. This article assumes market that only has one manufacturer and one retailer, establish consumer utility function including consumer loyalty factor. Firstly, deduce the traditional channels of only a single retailer balanced pricing, use Stackelberg gamble to deduce balanced pricing of manufacturers and retailers under dual channel mode. By comparing the two modes retailer balanced pricing, this paper finds retailers can take advantage of consumer loyalty of the brand to effectively resist the impact of the network channels instead of blindly cutting prices.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - SiYuan Deng PY - 2016/01 DA - 2016/01 TI - Study of Manufacturers and Retailers Pricing under Dual Channel Mode-Based on Stackelberg Gamble BT - 2016 2nd International Conference on Education Technology, Management and Humanities Science PB - Atlantis Press SP - 452 EP - 458 SN - 2352-5398 UR - https://doi.org/10.2991/etmhs-16.2016.100 DO - https://doi.org/10.2991/etmhs-16.2016.100 ID - Deng2016/01 ER -