Channel Pricing Decision based on Manufacturer Forward Integration

摘要：

Manufacturer forward integration is a common method to improve brand value and compete with independent retailer for manufacturer. Through the comparing analysis between channel pricing decisions under manufacturer forward integration mode and independent retailer mode. We find the following results. The wholesale price under manufacturer forward integration mode is higher than the corresponding wholesale price under independent retailer mode. The retail price in manufacturer-owned store under manufacturer forward integration mode is higher than the corresponding retail price under independent retailer mode. The independent retailer profit under manufacturer forward integration mode is lower than the corresponding profit under independent retailer mode. The profit of manufacturer who owns store under manufacturer forward integration mode is lower than the corresponding profit under independent retailer mode.

作者: Xiaojun Fan

作者单位: School of Marketing and Logistics Nanjing University of Finance and Economics Nanjing, China, 210046 School of Management Fudan University Shanghai, China, 200433

会议类型: 国际会议

会议名称: International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)

会议地点: 武汉

会议语种:英文

页码: 1-4

在线出版日期: 2011-08-12（万方平台首次上网日期，不代表论文的发表时间）