Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment
To identify the optimal channel structure in the consumer electronics industry, the issue of channel optimisation was studied in a supply chain with one retailer and one manufacturer. This study discussed how the retailer can effectively sell products through either the online/offline retail channel...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Faculty of Mechanical Engineering in Slavonski Brod, Faculty of Electrical Engineering in Osijek, Faculty of Civil Engineering in Osijek
2018-01-01
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| Series: | Tehnički Vjesnik |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/311146 |
| _version_ | 1827282763951112192 |
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| author | Lihua Zeng Jian Wang Yongshi Hu |
| author_facet | Lihua Zeng Jian Wang Yongshi Hu |
| author_sort | Lihua Zeng |
| collection | DOAJ |
| description | To identify the optimal channel structure in the consumer electronics industry, the issue of channel optimisation was studied in a supply chain with one retailer and one manufacturer. This study discussed how the retailer can effectively sell products through either the online/offline retail channel or both retail channels simultaneously. Three Stackelberg game models were formulated to study these different retail channels. Then, the optimal decisions were derived in closed-form solutions for each channel. To maximize the retailer’s profit, the selections of optimal channels for both retailer and manufacturer were compared, respectively, from the aspect of supply chain coordination. The analytical results indicate that the retail structure of dual-channel is the optimal choice for the retailer, which depends on the channel selection of manufacturer and the channel preference and price difference sensitivity of consumer. In addition, both retailer and manufacturer can overcome disagreement by a supply chain contract that combines the wholesale price and compensation plan. This study not only conducts the theoretical analysis for the optimal decisions of retailer channel but also provides managerial implications for the mixed-channel construction of retailers in practice. |
| first_indexed | 2024-04-24T09:24:45Z |
| format | Article |
| id | doaj.art-7ebff7c1e04c407eb9be09288885d19a |
| institution | Directory Open Access Journal |
| issn | 1330-3651 1848-6339 |
| language | English |
| last_indexed | 2024-04-24T09:24:45Z |
| publishDate | 2018-01-01 |
| publisher | Faculty of Mechanical Engineering in Slavonski Brod, Faculty of Electrical Engineering in Osijek, Faculty of Civil Engineering in Osijek |
| record_format | Article |
| series | Tehnički Vjesnik |
| spelling | doaj.art-7ebff7c1e04c407eb9be09288885d19a2024-04-15T15:13:08ZengFaculty of Mechanical Engineering in Slavonski Brod, Faculty of Electrical Engineering in Osijek, Faculty of Civil Engineering in OsijekTehnički Vjesnik1330-36511848-63392018-01-012561819182810.17559/TV-20181101140915Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive EnvironmentLihua Zeng0Jian Wang1Yongshi Hu2School of Economic and Management, Fuzhou University, 2 Xueyuan Road, Higher Education Mega Center, Fuzhou, Fujian Province, ChinaSchool of Economic and Management, Fuzhou University, 2 Xueyuan Road, Higher Education Mega Center, Fuzhou, Fujian Province, ChinaSchool of Transportation, Fujian University of Technology, 33 Xuefu South Road, Higher Education Mega Center, Fuzhou, Fujian Province, ChinaTo identify the optimal channel structure in the consumer electronics industry, the issue of channel optimisation was studied in a supply chain with one retailer and one manufacturer. This study discussed how the retailer can effectively sell products through either the online/offline retail channel or both retail channels simultaneously. Three Stackelberg game models were formulated to study these different retail channels. Then, the optimal decisions were derived in closed-form solutions for each channel. To maximize the retailer’s profit, the selections of optimal channels for both retailer and manufacturer were compared, respectively, from the aspect of supply chain coordination. The analytical results indicate that the retail structure of dual-channel is the optimal choice for the retailer, which depends on the channel selection of manufacturer and the channel preference and price difference sensitivity of consumer. In addition, both retailer and manufacturer can overcome disagreement by a supply chain contract that combines the wholesale price and compensation plan. This study not only conducts the theoretical analysis for the optimal decisions of retailer channel but also provides managerial implications for the mixed-channel construction of retailers in practice.https://hrcak.srce.hr/file/311146channel decisionconsumer electronicsmulti-channel supply chainretailer |
| spellingShingle | Lihua Zeng Jian Wang Yongshi Hu Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment Tehnički Vjesnik channel decision consumer electronics multi-channel supply chain retailer |
| title | Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment |
| title_full | Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment |
| title_fullStr | Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment |
| title_full_unstemmed | Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment |
| title_short | Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment |
| title_sort | retailer channel decisions of consumer electronics supply chain in a competitive environment |
| topic | channel decision consumer electronics multi-channel supply chain retailer |
| url | https://hrcak.srce.hr/file/311146 |
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