Analysis of online dual-channel supply chain based on service level of logistics and national advertising
He, LH(何丽红); Liao, Xi; Zhang, Zhe George; Haug, Peter; Zhang, ZG (reprint author), Lanzhou Univ, Sch Management, Lanzhou, Peoples R China.; Zhang, ZG (reprint author), Simon Fraser Univ, Beedie Sch Business, Burnaby, BC, Canada.; Zhang, ZG (reprint author), Western Washington Univ, Dept Decis Sci, Bellingham, WA 98225 USA.
收录类别SCIE ; SSCI ; EI
2016-08-19
发表期刊Quality Technology and Quantitative Management
卷号13期号:4页码:473-490
出版者NCTU-NATIONAL CHIAO TUNG UNIV PRESS
出版地TAICHUNG
摘要With the fast growth of e-commerce, not only many manufacturers have engaged in direct online sales, but also retailers enter the e-commercial market to increase their sales. In addition, due to the computer literacy penetration, more consumers are willing to make purchases online for convenience and time saving. In practice, manufacturers may have two web-based selling channel options, selling products through e-retailers or selling products directly to customers through their own websites. In this paper, we consider an online dual-channel supply chain consisting of one manufacturer and one e-retailer, in which customers can purchase products from either the e-retailer channel or the manufacturer's website channel. Such a two-channel system not only creates unprecedented opportunities, but also adds new competition between the manufacturer and e-retailer channels. This paper focuses on the strategies of the manufacturer and the e-retailer under two price decision models, pricing uniformly by the manufacturer or pricing separately. We also consider the effect of the national advertising, which can stimulate potential purchase behaviour to some degree. It is assumed that the demand is simultaneously influenced by price and logistics service level. We find that the logistics level is proportional to the e-retail price under four different models. In addition, the logistics service level positively influences the national advertising expenditure of the manufacturer. Using numerical analysis, we find that when the manufacturer decides to invest in the national advertising and both players of supply chain set price separately, both the supply chain and customers can achieve a win-win situation if the e-retailer improves its bargaining power.
关键词Dual-channel supply chain logistics service level national advertising price decision model
作者部门(1) School of Management, Lanzhou University, Lanzhou, China;
(2) Beedie School of Business, Simon Fraser University, Burnaby, Canada;
(3) Department of Decision Sciences, Western Washington University, Bellingham, WA, USA
学科领域Engineering ; Operations Research & Management Science ; Mathematics
所属项目编号National Natural Science Foundation of China [71472078] ; Fundamental Research Funds for the Central Universities [16LZUJBWZY008, 14LZUJBWYJ034]
资助项目国家自然科学基金项目 ; 中央高校基本科研业务费专项资金
项目资助者NSFC ; LZU
DOI10.1080/16843703.2016.1191181
ISSN1684-3703
文章类型Article
语种英语
WOS记录号WOS:000387161200008
EI记录号20163402731002
IR记录号20163402731002
第一机构
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文献类型期刊论文
条目标识符http://ir.lzu.edu.cn/handle/262010/179292
Collection管理学院_工商管理&公共管理&信息管理
通讯作者Zhang, ZG (reprint author), Lanzhou Univ, Sch Management, Lanzhou, Peoples R China.; Zhang, ZG (reprint author), Simon Fraser Univ, Beedie Sch Business, Burnaby, BC, Canada.; Zhang, ZG (reprint author), Western Washington Univ, Dept Decis Sci, Bellingham, WA 98225 USA.
Recommended Citation:
GB/T 7714
He, Li-hong,Liao, Xi,Zhang, Zhe George,et al. Analysis of online dual-channel supply chain based on service level of logistics and national advertising[J]. Quality Technology and Quantitative Management,2016,13(4):473-490.
APA He, Li-hong.,Liao, Xi.,Zhang, Zhe George.,Haug, Peter.,Zhang, ZG .,...&Zhang, ZG .(2016).Analysis of online dual-channel supply chain based on service level of logistics and national advertising.Quality Technology and Quantitative Management,13(4),473-490.
MLA He, Li-hong,et al."Analysis of online dual-channel supply chain based on service level of logistics and national advertising".Quality Technology and Quantitative Management 13.4(2016):473-490.
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