Optimal Strategy for New Product Launch in a Dual-channel Supply Chain under Demand Uncertainty
Under the uncertainty of market demand,aiming at the selection of new product launch timing of upstream manufacturers in the dual-channel supply chain,three new product launch strategies were considered,including simultaneous listing of traditional channels and electronic channels,listing of traditional channels first and listing of electronic channels first,and the decision-making game model of upstream and downstream participants in the dual-channel supply chain under each strategy was established.On this basis,this paper uses dynamic game theory to reveal the impact of demand uncertainty on manufacturers'new product launch strategies by solving the analysis of three decision models.The results of the study show that when the demand for online channels is less uncertain,it is more advantageous for manufacturers to choose the strategy of launching first through traditional channels;when the degree of demand uncertainty of online channel is high and that of offline channel is low,it is more advantageous for manufacturers to choose the strategy of launching first through electronic channel.When the degree of uncertainty in online and offline demand is high,it is more advantageous for manufacturers to choose two channels for launching at the same time.
NETL
NSTL
万方数据
维普
