Abstract
This paper focuses on the rate of consumer’s preference for direct channel and the sales cost of the retail channel. By assuming that the supply chain is centralized or decentralized, we construct the mathematical models and analyze the impacts of sales cost and the rate of consumer’s preference on the decisions of manufacturer and retailer. Then we offer the optimal strategies for manufacturer and retailer when they are under different situations.
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Acknowledgments
This work is supported by the National Natural Science Foundation of China (No. 71001025). Also, this research is partly supported by the Program for New Century Excellent Talents in University (No. NCET-10-0327) and the Ministry of Education of China: Grant-in-aid for Humanity and Social Science Research (No. 11YJCZH139).
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© 2013 Springer-Verlag Berlin Heidelberg
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He, Y., Song, H., Zhang, P. (2013). Optimal Selling Strategy in Dual-Channel Supply Chains. In: Zhang, Z., Zhang, R., Zhang, J. (eds) LISS 2012. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-32054-5_37
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DOI: https://doi.org/10.1007/978-3-642-32054-5_37
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Online ISBN: 978-3-642-32054-5
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