Pricing Strategy of Dual-Channel Garment Supply Chain Considering Consumer Fairness Preference

DOI

10.2991/aebmr.k.210909.020How to use a DOI?

Keywords

Dual-channel supply chain, Pricing strategy, Consumer fairness preference, Small and medium-sized garment enterprises

Abstract

Due to the inconsistency of the main body in dual channels, direct conflicts between online manufacturers and traditional retailers exist. In this paper, the demand function and the profit function of online manufacturers and traditional retailers are constructed according to master-slave game theory, consumer utility model and consumer fairness preference theory model, and the pricing strategies of online manufacturers and traditional retailers are discussed. The results show that the increase of consumer fairness preference will lead to the price war between online and offline channels, and the overall service level of supply chain will decline, which is also unfavourable for consumers.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dan Liu
AU  - Dongxue Zuo
AU  - Haitao Wen
AU  - Chun Wang
PY  - 2021
DA  - 2021/09/11
TI  - Pricing Strategy of Dual-Channel Garment Supply Chain Considering Consumer Fairness Preference
BT  - Proceedings of the 2nd International Conference on Management, Economy and Law (ICMEL 2021)
PB  - Atlantis Press
SP  - 145
EP  - 153
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210909.020
DO  - 10.2991/aebmr.k.210909.020
ID  - Liu2021
ER  -