Sales strategies considering consumer purchasing preferences for imperfect complementary products

被引：0

作者：

Ren, Wen-wen ^{[1
]}

Liu, Yong ^{[1
]}

Zhang, Qi ^{[1
]}

Wang, Xiao-ying ^{[1
]}

机构：

[1] Jiangnan Univ, Sch Business, Wuxi 214122, Jiangsu, Peoples R China

来源：

JOURNAL OF REVENUE AND PRICING MANAGEMENT | 2022年 / 21卷 / 02期

基金：

中国国家自然科学基金;

关键词：

Consumer purchasing preferences; Imperfect complementary products; Sales strategy; Complementary elasticity; Coordination mechanism;

D O I：

10.1057/s41272-021-00291-5

中图分类号：

F8 [财政、金融];

学科分类号：

0202 ;

摘要：

Sales strategies have a great impact on changes in supply and demand and a suitable sales strategy can reduce marketing costs and increase consumer purchasing preferences. Concerning the sales problems of imperfect complementary products in the two-stage supply chain consisting of two manufacturers and one retailer, by introducing the concept of complementarity elasticity, we measure the degree of complementarity and analyze the relationship between product complementarity and consumer purchasing preference, and we construct a supply chain coordination mechanism.

引用

页码：164 / 182

页数：19