The game research between a direct Internet marketer and N retailers in hybrid marketing

摘要：

More and more enterprises adopt the hybrid marketing channels which are the coexistence of traditional retailers channel and direct Internet channel. Taking into account the discomfort cost of the product for Internet channel and the implementation degree of the e-commerce, this paper analyzes the vertical Nash game, direct Internet marketer-Stackelberg game and traditional retailers-Stackelberg game between direct Internet marketer and N retailers in non-cooperative case and investigates the above two parameters.

关键词： hybrid marketing channels stackelberg game discomfort cost e-commerce

作者: Zhongqi Sheng Wei Liu Zezhong Liang Yujun Li

作者单位: School of Mechanical Engineering and Automation Northeastern University Shenyang, China Guangzhou special electromechanical equipment testing institute Guangzhou, China

会议类型: 国际会议

会议名称: 2010 International Conference on Management of e-Commerce and e-Government(第四届电子商务与电子政务管理国际会议 ICMeCG 2010)

会议地点: 成都

会议语种:英文

页码: 164-167

在线出版日期: 2010-10-23（万方平台首次上网日期，不代表论文的发表时间）