{"title":"Pricing and Distribution Strategies in a Dual-Channel Supply Chain","authors":"Guangye Xu, Hanguang Qiu","doi":"10.4018/ijisscm.2020070102","DOIUrl":null,"url":null,"abstract":"Internet has revolutionized distribution channels. Online orders are forwarded to the brick-and-mortar store to make the fulfillment, which is a new distribution strategy in a dual-channel supply chain. However, there is little research on the value of using such distribution strategy in dual-channel setting. To fill this gap, this article considers a manufacturer marketing a product through a dual-channel supply chain, comprised of an online channel and an offline retail channel. We develop a game theory model to investigate the pricing decisions and the distribution strategies, as well as to examine the impacts of the new distribution strategy on price competition and the dual-channel supply chain member's profits. By comparing the results of the traditional distribution strategy and the new distribution strategy, we find that the new distribution strategy can soften price competition when the proportion of the revenue generated by the direct channel is high enough, while if the proportion is low enough, it may intensify price competition. We also find that the supply chain members can achieve a win-win situation when the wholesale price is higher, and the proportion is greater under the new distribution strategy.","PeriodicalId":44506,"journal":{"name":"International Journal of Information Systems and Supply Chain Management","volume":"54 1","pages":"23-37"},"PeriodicalIF":0.9000,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Information Systems and Supply Chain Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4018/ijisscm.2020070102","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 3
Abstract
Internet has revolutionized distribution channels. Online orders are forwarded to the brick-and-mortar store to make the fulfillment, which is a new distribution strategy in a dual-channel supply chain. However, there is little research on the value of using such distribution strategy in dual-channel setting. To fill this gap, this article considers a manufacturer marketing a product through a dual-channel supply chain, comprised of an online channel and an offline retail channel. We develop a game theory model to investigate the pricing decisions and the distribution strategies, as well as to examine the impacts of the new distribution strategy on price competition and the dual-channel supply chain member's profits. By comparing the results of the traditional distribution strategy and the new distribution strategy, we find that the new distribution strategy can soften price competition when the proportion of the revenue generated by the direct channel is high enough, while if the proportion is low enough, it may intensify price competition. We also find that the supply chain members can achieve a win-win situation when the wholesale price is higher, and the proportion is greater under the new distribution strategy.
期刊介绍:
The International Journal of Information Systems and Supply Chain Management (IJISSCM) provides a practical and comprehensive forum for exchanging novel research ideas or down-to-earth practices which bridge the latest information technology and supply chain management. IJISSCM encourages submissions on how various information systems improve supply chain management, as well as how the advancement of supply chain management tools affects the information systems growth. The aim of this journal is to bring together the expertise of people who have worked with supply chain management across the world for people in the field of information systems.