Research on Distribution Channel Selection and Bundling Strategy of Expiring Products Based on Consumer Utility
Considering consumer utility,four kinds of supply chain decision-making models,in-cluding new products and expiring products sold separately or bundled,as well as manufacturer direct sales or retailer consignment sales,are constructed respectively.Then the influence of consumer pref-erence,service influencing factor,and cost parameter of expiring products on the decision-makings and profits of the supply chain are analyzed.Further the optimal sales channel and bundled sales strat-egy of expiring products are obtained.The results show that the sales of temporary products can af-fect consumers'purchase decisions and change the profit model of enterprises to a certain extent.The existence conditions of four sales modes of expiring products are proposed,based on which seven re-gions are divided,and the best sales channel and bundled sales strategy for each region is obtained.In most cases,the economic benefits of the supply chain system under the manufacturer's direct sales channels are better,and the bundled sales strategy depends on the specific situation.The consumer u-tility is the highest under the manufacturer direct sales model of the bundled products.
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