英文摘要 |
We consider the problem of one manufacturer selling one product in the market through two competing channels: a physical channel (retailer) and a direct channel (internet store). We focus our analysis to study the effect of the dual-channel pricing on the retailer and manufacturer when facing an internet store entry. We use a game-theoretical approach and the sequence of moves in the Stackelberg game. The internet store is the Stackelberg leader who provides a revenue-sharing contract to the manufacturer. The manufacturer will decide his price of internet channel, and the retailer will decide his price of traditional retail channel. We study the profits and prices of the retailer and manufacturer when facing an internet store entry and analyze the effects of key parameters on their profits and price by numerical example. Numerical results show that the retailer and manufacturer both generate lower prices and the manufacturer have better profit than before. The retailer’s profit would be better due to the manufacturer offers a lower wholesale price. When the cross-price sensitivity is increasing, the retailer and manufacturer’s prices is decreasing and lower manufacturer’s profit. |