2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)

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A Study of Dual-Channel Supply Chain Promotion Strategies

Authors
Xia Zhang1, Ying Wang1, *
1School of Economics and Management, Chongqing Jiaotong University, Chongqing, 400074, China
*Corresponding author. Email: wangying0031@126.com
Corresponding Author
Ying Wang
Available Online 25 July 2023.
DOI
10.2991/978-94-6463-210-1_13How to use a DOI?
Keywords
dual-channel supply chain; promotional strategy; e-promotion; optimal strategy
Abstract

With the development of e-commerce, the e-promotion and dual-channel supply chains has become a common phenomenon in society. And the promotional strategies of dual-channel supply chain members have become a popular studying topic. In this paper, a Nash equilibrium model is used to investigate the optimal promotion strategies of each member of the dual-channel supply chain when they are simultaneous and independent. By analysing the profit of joint promotions, it can be concluded that the profit is independent of both wholesale price and daily sales price. As commission increases, the profitability of the whole supply chain and of the platform provider increases, while the profitability of the supplier decreases. Therefore, in order to maximise the profits of each supply chain member, suppliers should strive for an equal share of the overall supply chain profits, while platform providers should refuse to share the overall profit of the supply chain equally with supply chain members.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
Series
Atlantis Highlights in Engineering
Publication Date
25 July 2023
ISBN
978-94-6463-210-1
ISSN
2589-4943
DOI
10.2991/978-94-6463-210-1_13How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xia Zhang
AU  - Ying Wang
PY  - 2023
DA  - 2023/07/25
TI  - A Study of Dual-Channel Supply Chain Promotion Strategies
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 102
EP  - 107
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_13
DO  - 10.2991/978-94-6463-210-1_13
ID  - Zhang2023
ER  -