JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2019, Vol. 54 ›› Issue (3): 110-118.doi: 10.6040/j.issn.1671-9352.0.2018.159

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Channel pricing strategy of supply chain considering vertical E-commerce

XIAO Min, YU Min, HE Xin-hua   

  1. School of Economics and Management, Shanghai Maritime University, Shanghai 201306, China
  • Published:2019-03-19

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Abstract: With the development of network, the introduction of vertical E-commerce has become an inevitable choice for manufacturers. Manufacturers need to weigh the direct selling price after introducing vertical E-commerce and the wholesale price to retailers. In the case of symmetric information, two kinds of channel supply chain systems were studied, which were composed of manufacturer, traditional retailer and whether introduced into a vertical E-commerce. Considered the influence of price and service sensitivity on the pricing decision of manufacturers, and the comparison of two supply chain systems pricing strategies. It is a better choice that manufacturers choosing to introduce vertical E-commerce for their own and the consumers. The price of manufacturer direct channel has been reduced by the vertical E-commerce is introduced, the wholesale price to the traditional retailer has been increased, but slightly lower than the wholesale price of vertical E-commerce, the specific price of the market influenced by the price and service sensitivity.

Key words: pricing strategy, vertical E-commerce, Stackelberg game

CLC Number: 

  • F221
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