Volume 56, Number 4, July-August 2022
|Page(s)||2701 - 2720|
|Published online||18 August 2022|
Pricing strategy and coordination mechanism of dual-channel supply chain based on reference quality effect
College of Business, Hunan Normal University, Changsha, Hunan 410081, P.R. China
2 School of Mathematical Sciences, Sunway University, Selangor 47500, Malaysia
3 Coordinated Innovation Center for Computable Modeling in Management Science, Tianjin University of Finance and Economics, Tianjin 300222, P.R. China
4 Department of Mathematics, Wilfrid Laurier University, Ontario N2L 3C5, Canada
5 School of Economics and Management, Changsha University of Science and Technology, Changsha, Hunan 410004, P.R. China
* Corresponding author: email@example.com
Accepted: 22 July 2022
The difference between the actual product quality experienced by consumers after shopping and the product reference quality expected before shopping usually has a significant effect on product demand and brand reputation. This paper considers a dual-channel supply chain composed of a manufacturer and a retailer. This investigation is on the influence of consumers’ reference quality under centralized decision-making, decentralized decision-making Bertrand game, and decentralized decision-making Stackelberg game. Furthermore, in view of the influence of reference quality, this paper constructs cost-sharing contracts and two-part tariff contracts to discuss the consistency of the dual-channel supply chain. The results show that consumers’ reference quality effect has a positive impact on the equilibrium price and profit of the dual-channel supply chain. Under normal circumstances, the dual-channel supply chain cannot achieve conformity. However, consistency can be achieved under the two-part tariff contract mechanism. Finally, numerical simulation is carried out for verification with numerical values.
Mathematics Subject Classification: 91B60 / 91A80
Key words: Dual-channel supply chain / reference quality effects / Bertrand game / Stackelberg game / cost-sharing contracts / two-part tariff contracts
© The authors. Published by EDP Sciences, ROADEF, SMAI 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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