Optimal Uniform Pricing and Return Policies for Channel Strategies in E-commerce Age
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.
uniform pricingt return policy chanel strategy Stackelberg game E-commerce
Xiangdong Liu Ming Lei
Guanghua School of ManagementPeking UniversityBeijing,China Guanghua School of Management Peking University Beijing,China
国际会议
北京
英文
2008-10-12(万方平台首次上网日期,不代表论文的发表时间)