Strategy Analysis of Selling Model Selection in Vertical Competition Supply Chains: A Game Theoretic Model

被引:3
作者
Chen, Qian [1 ]
Liu, Sen [2 ]
Wang, Lijun [1 ]
Zhang, Zhe [3 ]
He, Xiaojun [2 ]
机构
[1] Yunnan Univ Business Management, Business Sch, Kunming 650106, Yunnan, Peoples R China
[2] Yunnan Univ Finance & Econ, Sch Logist, Kunming 650221, Yunnan, Peoples R China
[3] Nanjing Univ Sci & Technol, Sch Econ & Management, Nanjing 210094, Peoples R China
关键词
AGENCY MODEL; ONLINE DISTRIBUTION; PRICING-MODELS; BUSINESS MODEL; MARKETPLACE; INFORMATION; WHOLESALE; RETAILERS; PLATFORM; SERVICE;
D O I
10.1155/2021/3140493
中图分类号
T [工业技术];
学科分类号
08 ;
摘要
This paper takes the supply chain perspective to study the choice of selling model for manufacturers and e-tailers. To accomplish our objective, we consider three selling models, including reselling, agency selling, and mixed selling. By comparing and analyzing the equilibrium outcomes of the three selling models, we obtain some beneficial results. These results show that manufacturers and e-tailers cannot manage to make a profit at the same time whether they choose the reselling model or agency selling model. Our results also show that the mixed selling model may improve supply chain performance, as long as the cross-price elasticity is not low. Especially when the cross-price elasticity is comparatively high, a manufacturer and an e-tailer in vertical competition can achieve a profit-Pareto-improving situation, regardless of the market share of the e-tailer.
引用
收藏
页数:14
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