Issue |
RAIRO-Oper. Res.
Volume 59, Number 1, January-February 2025
|
|
---|---|---|
Page(s) | 427 - 460 | |
DOI | https://doi.org/10.1051/ro/2024220 | |
Published online | 04 February 2025 |
Pricing and platform coupon decisions of a hybrid channel supply chain under different power structures
1
School of Economics and Management, Southwest University of Science and Technology, Mianyang 621010, P.R. China
2
School of Marketing and Logistics Management, Nanjing University of Finance & Economics, Nanjing 210023, P.R. China
* Corresponding author: fanjianchang@outlook.com
Received:
27
November
2023
Accepted:
6
December
2024
With the rapid development of e-commerce and the increasing popularity of coupons, we investigate the issuing problem of platform coupons in a hybrid channel supply chain with a manufacturer, a physical retailer and an online platform. Based on game models, we derive the optimal pricing and platform coupon decisions under different power structures. We find that without platform coupons the manufacturer and the retailer obtain more profit if they have more power, while the platform and the system attain the same profit regardless of power structure. With platform coupons, three members obtain more profit if they have more power, while the system obtains more profit if the retailer has more power. If the manufacturer obtains more (less) power than the platform, issuing the platform coupons cannot (can) always attract more online purchase. Moreover, issuing the platform coupons cannot result in the “all-win” outcomes for the members under any power structure. Finally, if the manufacturer obtains more (less) power than the platform, issuing the platform coupons cannot (can) always optimize the chain-wide performance. This paper provides advice for the enterprises to properly use the coupon tool to maximize profit under different power structures.
Mathematics Subject Classification: 90B06 / 90C39
Key words: Hybrid channel supply chain / platform retailing / pricing / platform coupons / power structure
© The authors. Published by EDP Sciences, ROADEF, SMAI 2025
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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