[1] Shen Yue, Zhong Weijun, Mei Shue,. Influence of consumer information investmenton supply chain advertising and pricing strategies [J]. Journal of Southeast University (English Edition), 2023, 39 (3): 240-247. [doi:10.3969/j.issn.1003-7985.2023.03.004]
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Influence of consumer information investmenton supply chain advertising and pricing strategies(
)
)Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]
- Volumn:
- 39
- Issue:
- 2023 3
- Page:
- 240-247
- Research Field:
- Economy and Management
- Publishing date:
- 2023-09-20
Info
- Title:
- Influence of consumer information investmenton supply chain advertising and pricing strategies
- Author(s):
- Shen Yue; Zhong Weijun; Mei Shu’e
- School of Economics and Management, Southeast University, Nanjing 211189, China
- PACS:
- F270
- DOI:
- 10.3969/j.issn.1003-7985.2023.03.004
- Abstract:
- A game theory model is established to explore equilibrium strategies and profits of the manufacturer and the retailer and to analyze the influence of consumer information investment on these equilibrium results. Equilibrium strategies and profits of different cost-sharing modes are compared to study the effect of different modes on the manufacturer and the retailer. The results show that the effectiveness of consumer information investment depends on the relative impact of advertising and retail price on market demand. Investing in consumer information will reduce profits of the manufacturer and retailer if the impact of advertising is much smaller than that of price. Furthermore, the manufacturer will transfer the information expense to the retailer by increasing the wholesale price even if it commits to sharing the consumer information investment. In addition, the manufacturer chooses a higher wholesale price, and the retailer sets a higher price when the two companies cooperate in advertising than when they do not. Meanwhile, the retailer prefers non-cooperative advertising to cooperative advertising, while the manufacturer prefers cooperative advertising when considering consumer information investment.
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Memo
- Memo:
-
Biographies: Shen Yue(1993—), female, Ph. D. candidate; Zhong Weijun(corresponding author), male, doctor, professor, zhongweijun@seu.edu.cn.
Foundation item: The National Natural Science Foundation of China(NO.71871054).
Citation: Shen Yue, Zhong Weijun, Mei Shu’e. Influence of consumer information investment on supply chain advertising and pricing strategies[J].Journal of Southeast University(English Edition), 2023, 39(3):240-247.DOI:10.3969/j.issn.1003-7985.2023.03.004.