Proceedings of the 2nd International Conference on Management, Economy and Law (ICMEL 2021)

Pricing Strategy of Dual-Channel Garment Supply Chain Considering Consumer Fairness Preference

Authors
Dan Liu, Dongxue Zuo, Haitao Wen, Chun Wang
Corresponding Author
Dan Liu
Available Online 11 September 2021.
DOI
10.2991/aebmr.k.210909.020How to use a DOI?
Keywords
Dual-channel supply chain, Pricing strategy, Consumer fairness preference, Small and medium-sized garment enterprises
Abstract

Due to the inconsistency of the main body in dual channels, direct conflicts between online manufacturers and traditional retailers exist. In this paper, the demand function and the profit function of online manufacturers and traditional retailers are constructed according to master-slave game theory, consumer utility model and consumer fairness preference theory model, and the pricing strategies of online manufacturers and traditional retailers are discussed. The results show that the increase of consumer fairness preference will lead to the price war between online and offline channels, and the overall service level of supply chain will decline, which is also unfavourable for consumers.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd International Conference on Management, Economy and Law (ICMEL 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
11 September 2021
ISBN
978-94-6239-427-8
ISSN
2352-5428
DOI
10.2991/aebmr.k.210909.020How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Dan Liu
AU  - Dongxue Zuo
AU  - Haitao Wen
AU  - Chun Wang
PY  - 2021
DA  - 2021/09/11
TI  - Pricing Strategy of Dual-Channel Garment Supply Chain Considering Consumer Fairness Preference
BT  - Proceedings of the 2nd International Conference on Management, Economy and Law (ICMEL 2021)
PB  - Atlantis Press
SP  - 145
EP  - 153
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210909.020
DO  - 10.2991/aebmr.k.210909.020
ID  - Liu2021
ER  -