Research on Coupon Distribution Decision Considering Omni-channel Supply Chain
To explore the impact of coupon distribution strategies on omnichannel supply chain decisions,this study constructs a two-tier supply chain comprising a single manufacturer and a single retailer to discuss the advantages and disadvantages of three strategies:manufacturer-only coupon distribution,retailer-only coupon distribution,and simultaneous coupon distribution by both parties.The findings suggest that manufacturers should distribute coupons with lower face values to balance sales volume and costs,while retailers are advised to distribute coupons with higher face values to enhance consumers'purchase intentions.Additionally,manufacturers should consistently adopt proactive coupon distribution strategies,while retailers should refrain from distributing coupons when the manufacturer's commission is high,but utilize coupons to boost sales when the commission is low.
omni-channelcoupon distribution strategypreference selection
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