Sixth International Conference on Transportation Engineering
Joint Promotion Based on Retailer-Led Supply Chain
Publication: ICTE 2019
ABSTRACT
In this paper, a demand function model based on price and promotion efforts is constructed for the situation where the retailer is dominant in the supply chain, and the problem of joint promotion when the manufacturer invests in promotion efforts is investigated. This paper analyzes the influence of the cost-sharing ratio coefficient of promotional efforts on the decision-making behavior and profits of the manufacturer and retailer. Through theoretical and simulation analysis, we find that if the manufacturer invests in the promotion efforts, the retailer’s share of the promotion efforts cost will lead to the decrease of the manufacturer’s profit relative to the manufacturer’s sole responsibility for the promotion efforts cost, while for the retailer, the retailer’s profit will increase if the retailer’s share of the promotion efforts cost is small, and vice versa, the retailer’s profit will decrease.
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ACKNOWLEDGEMENT
This research was supported by National Social Science Foundation Project (Project No.:18BGL104), the People’s Republic of China.
REFERENCES
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Information & Authors
Information
Published In
ICTE 2019
Pages: 719 - 726
Editors: Xiaobo Liu, Ph.D., Southwest Jiaotong University, Qiyuan Peng, Ph.D., Southwest Jiaotong University, and Kelvin C. P. Wang, Ph.D., Oklahoma State University
ISBN (Online): 978-0-7844-8274-2
Copyright
© 2020 American Society of Civil Engineers.
History
Published online: Jan 13, 2020
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