Coordination Strategies of the Dual Channel Supply Chain under Promotional Efforts Competition
Ma Peng
Wang Hai-yan
Abstract：The supply chain coordination with promotional effort-dependent demand is studied.The cen-tralized supply chain model and the decentralized supply chain model are respectively built.It is found that the wholesale price contract cannot coordinate the dual-channel supply chain while the modified wholesale price contract can.Then, the impacts of the manufacturer′s promotional effort coefficient, the retailer′s promotional effort coefficient and the customers′preference for direct channel on the supply chain perform-ance are investigated, and some numerical example and corresponding managerial meaning given.
Keywords：promotional effort levelpromotional effort coefficientsupply chain performance
Publication Date：2015-01-01
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：7( 85-91 )