Selection of Complementary Product Manufacturers'Sales Channel Considering Anchor Marketing Efforts
Based on a supply chain with two manufacturers selling complementary products through different channels,considering anchor marketing efforts,three decision models are developed using Stackelberg game theory to solve for optimal decisions and profits of supply chain members and compare equilibrium solutions,and finally sensitivity analyses of key parameters are conducted.It is found that anchor marketing effort increases with the increase of consumers'sensitivity coefficient to live marketing and is the smallest when manufacturer 2 chooses the live channel,and varies with the degree of complementarity between products in direct and online retail channels;the optimal decision-making and manufacturer's profit under the three channel structures are closely related to the degree of complementarity between products,the sensitivity coefficient of live marketing,and the coefficient of the cost of live marketing;the choice of different sales channels by manufacturer 2 has an impact on other members of the supply chain.When the degree of comple-mentarity between products and the marketing effort correlation coefficient varies within a certain range,the profits of the direct sales channel and the live channel are always larger than those of the online retail channel,which is more favourable to the manufacturers'profits.
live supply chainanchor marketing effortscomplementary productsStackelberg gamesales channel
万方数据
维普
