Optimal Uniform Pricing and Return Policies for Channel Strategies in E-commerce Age

摘要：

From a firms perspective,there are three optional channel strategies (i.e.Bricks-only,Clicks-only and Bricks & Clicks) to fulfill the customer demands in E-commerce age.We use two-stage Stackelberg games where the manufacturer as a leader and her retailer as a follower to develop relative profitmaximization models and then to jointly obtain optimal policies for their retail prices and return policies under three channel scenarios respectively.Our numerical analysis further discusses the firms channel strategy preferences to obtain a few managerial insights into marketing and operational strategies.Finally,we discuss several future research directions.

关键词： uniform pricingt return policy chanel strategy Stackelberg game E-commerce

作者: Xiangdong Liu Ming Lei

作者单位: Guanghua School of ManagementPeking UniversityBeijing,China Guanghua School of Management Peking University Beijing,China

会议类型: 国际会议

会议名称: 2008 IEEE International Conference on Service Operations and Logistics, and Informatics(IEEE/SOLI’2008)(IEEE服务运作、物流与信息年会)

会议地点: 北京

会议语种:英文

在线出版日期: 2008-10-12（万方平台首次上网日期，不代表论文的发表时间）