Pricing and coordination strategies of dual-channel supply chain considering consumer channel preference with platform rebate

Open Access

Issue		RAIRO-Oper. Res. Volume 60, Number 4, July-August 2026


Page(s)		1863 - 1906
DOI		https://doi.org/10.1051/ro/2026048
Published online		13 July 2026

N. Amrouche and R. Yan, A manufacturer distribution issue: How to manage an online and a traditional retailer. Ann. Oper. Res. 244 (2016) 257–294. [Google Scholar]
X. Bai, T.M. Choi, Y. Li and X. Sun, Implementing trade-in programs in the presence of resale platforms: mode selection and pricing. Prod. Oper. Manag. 32 (2023) 3193–3208. [Google Scholar]
R. Bhatari, M.Y. Jaber and S.M. Alcazar, A profit maximization for a reverse logistics dual-channel supply chain with a return policy. Comput. Ind. Eng. 106 (2017) 58–82. [Google Scholar]
G.S. Cai, Z.G. Zhang and M. Zhang, Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes. Int. J. Prod. Econ. 117 (2009) 80–96. [Google Scholar]
O. Caliskan-demirag, Y.F. Chen and J. Li, Customer and retailer rebates under risk aversion. Int. J. Prod. Econ. 133 (2011) 736–750. [Google Scholar]
K.Y. Cao, X.Y. Xu, Y.W. Bian and Y. Sun, Optimal trade-in strategy of business-to-consumer platform with dual-format retailing model. Omega. 82 (2019) 181–192. [CrossRef] [Google Scholar]
X.N. Cao, Y.M. Wang, F.H. Xue and X.B. Liu, Research on the coordinated decision-making of the dual-channel supply chain for fresh produce with supplier freshness preservation efforts. Chin. J. Manag. Sci. 29 (2021) 109–118. [Google Scholar]
K. Cattani, W. Gilland, H.S. Heese and J. Swaminathan, Boiling frogs: pricing strategies for a manufacturer adding a direct channel that competes with the traditional channel. Prod. Oper. Manag. 15 (2006) 40–56. [Google Scholar]
S. Chen, Z.K. Xiong and X. Liang, Contract design for dual-channel supply chain coordination under compensation incentives. Chin. J. Manag. Sci. 17 (2009) 64–75. [Google Scholar]
J. Chen, H. Zhang and Y. Sun, Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain. Omega. 40 (2012) 1–13. [Google Scholar]
Y.C. Chen, S.C. Fang and U.P. Wen, Pricing policies for substitutable products in a supply chain with internet and traditional channels. Eur. J. Oper. Res. 224 (2013) 542–551. [Google Scholar]
J. Chen, T.T. Hu, Y. Han and Z.P. Hu, Study on low carbon coordination in dual-channel supply chains based on revenue sharing. Stat. Decis. 36 (2020) 176–180. [Google Scholar]
L. Chen, L. Zeng, T. Dong, Q. Xiao, C. Rao and Z.W. Wang, Pricing strategies for dual-channel supply chain considering showrooming effect and channel power structures. Electron. Commer. Res. 1 (2025) 1–50. [Google Scholar]
W.K. Chiang and G.E. Monahan, Managing inventories in a two-echelon dual-channel supply chain. Eur. J. Oper. Res. 162 (2005) 325–341. [CrossRef] [Google Scholar]
B. Dan, G.X. Xu and C. Liu, Pricing policies in a dual-channel supply chain with retail services. Int. J. Prod. Econ. 139 (2012) 312–320. [CrossRef] [Google Scholar]
M. Das, M. Rahaman, S. Alam and D.K. Jana, Developing sustainable and efficient customer-centric strategies for a three-stage dual-channel green supply chain: a game-theoretic approach with two-part tariff contract. Environ. Dev. Sustain. 1 (2024) 1–27. [Google Scholar]
X. Fan, L. Zhang, X. Guo and W. Zhao, The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis. J. Retail. Consum. Serv. 81 (2024) 1–10. [Google Scholar]
F. Gao, O.C. Demirag and F.Y. Chen, Early sales of seasonal products with weather-conditional rebates. Prod. Oper. Manag. 21 (2012) 778–794. [Google Scholar]
D. Ghosh and J. Shah, Supply chain analysis under green sensitive consumer demand and cost sharing contract. Int. J. Prod. Econ. 164 (2015) 319–329. [Google Scholar]
C.H. Glock, Y. Rekik and J.M. Ries, A coordination mechanism for supply chains with capacity expansions and order-dependent lead times. Eur. J. Oper. Res. 285 (2020) 247–262. [Google Scholar]
Y.Q. Gu, Y. Liu and G. Zhao, Pricing coordination of a dual-channel supply chain considering offline in-sale service. J. Retail. Consum. Serv. 75 (2023) 1–10. [Google Scholar]
J. Guo, Y. Zhou and B. Li, Service-cost-sharing contract design for a dual-channel supply chain with free riding. J. Syst. Sci. Syst. Eng. 31 (2022) 338–358. [Google Scholar]
Y. He, H. Huang and D. Li, Inventory and pricing decisions for a dual-channel supply chain with deteriorating products. Oper. Res. 20 (2020) 1461–1503. [Google Scholar]
P. He, Y. He, C.M. Shi, H. Xu and L. Zhou, Cost-sharing contract design in a low-carbon service supply chain. Comput. Ind. Eng. 139 (2020) 1–54. [Google Scholar]
S.S. Hosseini-motlagh, M. Nouri-harzvili, T.M. Choi and S. Ebrahimi, Reverse supply chain systems optimization with dual channel and demand disruptions: sustainability, CSR investment and pricing coordination. Inf. Sci. 503 (2019) 606–634. [Google Scholar]
R. Huang and X. Yao, An analysis of sustainability and channel coordination in a three-echelon supply chain. J. Enterp. Inf. Manag. 34 (2021) 490–405. [Google Scholar]
K.L. Huang, C.W. Kuo and M.L. Lu, Wholesale price rebate vs. capacity expansion: the optimal strategy for seasonal products in a supply chain. Eur. J. Oper. Res. 234 (2014) 77–85. [Google Scholar]
Y. Jiang, R. Dong, H. Wu and X. Guan, Selling format selection in the presence of rebate provision. Transp. Res. Part E Logist. Transp. Rev. 192 (2024) 1–17. [Google Scholar]
M. Khouja and J. Zhou, The effect of delayed incentives on supply chain profits and consumer surplus. Prod. Oper. Manag. 19 (2010) 172–197. [Google Scholar]
J. Li, X. Yang, V. Shi and G. Cai, Partial centralization in a durable-good supply chain. Prod. Oper. Manag. 32 (2023) 2775–2787. [Google Scholar]
K.R. Liang and D.F. Li, Research on the impact of competing models on online distribution strategies of platform supply chains. Chin. J. Manag. Sci. 30 (2022) 305–316. [Google Scholar]
Y. Liang and X.C. Sun, Product green degree, service free-riding, strategic price difference in a dual-channel supply chain based on dynamic game. Optimization. 71 (2022) 633–674. [Google Scholar]
X. Liang and Y.T. Zhang, Low-carbon dual-channel supply chain pricing and abatement strategies based on consumers’ preference. Oper. Res. Manag. Sci. 29 (2020) 107–117. [Google Scholar]
Q. Lin, Z. Shan and H. Huang, Research on the selection of rebate promotion model for platform merchants. Oper. Res. Manag. Sci. 33 (2024) 186–192. [Google Scholar]
B. Liu, S. Ma, X. Guan and L. Xiao, Timing of sales commitment in a supply chain with manufacturer-quality and retailer-effort induced demand. Int. J. Prod. Econ. 195 (2018) 249–258. [Google Scholar]
T. Liu, X. Song and M. Jian, Research on supply chain contract based on bilateral inventory risk. Syst. Sci. Math. 43 (2023) 947–960. [Google Scholar]
H.A. Mahdiraji, K. Govindan, S. Madadi and J. Arturo Garza-Reyes, Coordination in a closed-loop sustainable supply chain considering dual-channel and cost-sharing contract: evidence from an emerging economy. J. Oper. Res. Soc. 74 (2023) 2362–2381. [Google Scholar]
K. Matsui, Should competing suppliers with dual-channel supply chains adopt agency selling in an e-commerce platform?. Eur. J. Oper. Res. 312 (2024) 587–604. [Google Scholar]
A. Monden and Y. Zennyo, Consumer rebates from e-commerce platforms and multichannel management of third-party sellers. Manag. Decis. Econ. 43 (2022) 3059–3071. [Google Scholar]
L.F. Mou and F.Y. Wang, Study of merchant pricing strategies in cooperation with rebate sites. Ind. Eng. Manag. 23 (2018) 155–161. [Google Scholar]
S. Panda, N.M. Modak, S.S. Sana and M. Basu, Pricing and replenishment policies in dual-channel supply chain under continuous unit cost decrease. Appl. Math. Comput. 256 (2015) 913–929. [Google Scholar]
R. Qiu, Y. Yu and M. Sun, Supply chain coordination by contracts considering dynamic reference quality effect under the O2O environment. Comput. Ind. Eng. 163 (2022) 1–16. [Google Scholar]
S. Saha, Supply chain coordination through rebate induced contracts. Transp. Res. Part E Logist. Transp. Rev. 50 (2013) 120–137. [Google Scholar]
S. Saha and S.K. Goyal, Supply chain coordination contracts with inventory level and retail price dependent demand. Int. J. Prod. Econ. 161 (2015) 140–152. [Google Scholar]
B. Samanta, B.C. Giri and K. Chaudhuri, A supply chain model with two competitive buyers under a hybrid greening cost and revenue-sharing contract. J. Manag. Anal. 10 (2023) 270–307. [Google Scholar]
B. Sarkar, H. Seok, T.K. Jana and B.K. Dey, Is the system reliability profitable for retailing and consumer service of a dynamical system under cross-price elasticity of demand?. J. Retail. Consum. Serv. 75 (2023) 1–16. [Google Scholar]
P. Sarkar, M.I.M. Wahab and L. Fang, Weather rebate contracts for different risk attitudes of supply chain members. Eur. J. Oper. Res. 311 (2023) 139–153. [Google Scholar]
Z.L. Sun, X.P. Wang, H.X. Zhan and J.H. Ruan, Game analysis of manufacturers’ dual-channel supply chains under different power structures. Chin. J. Manag. Sci. 28 (2020) 154–163. [Google Scholar]
A.A. Taleizadeh, K. Govindan and N. Ebrahimi, The effect of promotional cost sharing on the decisions of two-level supply chain with uncertain demand. Ann. Oper. Res. 290 (2020) 747–781. [Google Scholar]
Y.C. Tsao, Managing a retail-competition distribution channel with incentive policies. Appl. Math. Modell. 35 (2011) 4140–4148. [Google Scholar]
A.A. Tsay and N. Agrawal, Channel conflict and coordination in the e-commerce age. Prod. Oper. Manag. 13 (2004) 93–110. [Google Scholar]
C.Y. Wang and J.C. Sun, Research on supply chain advertising decision and distribution model based on e-commerce platform. Oper. Res. Manag. Sci. 31 (2022) 61–66. [Google Scholar]
T.Y. Wang, Z.S. Chen, K. Govindan and K.S. Chin, Manufacturer’s selling mode choice in a platform-oriented dual-channel supply chain. Expert Syst. Appl. 198 (2022) 1–12. [Google Scholar]
P. Xu and T. Xiao, Analysis of online rebates and commission formats in a retailer-Stackelberg supply chain with cashback website. Decis. Sci. 1 (2022) 1–18. [Google Scholar]
G.Y. Xu, B. Dan, X. Zhang and C. Liu, Coordinating a dual-channel supply chain with risk-averse under a two-way revenue sharing contract. Int. J. Prod. Econ. 147 (2014) 171–179. [Google Scholar]
S. Xu, H. Tang, Z. Lin and J. Lu, Pricing and sales-effort analysis of dual-channel supply chain with channel preference, cross-channel return and free riding behavior based on revenue-sharing contract. Int. J. Prod. Econ. 249 (2022) 108506. [Google Scholar]
X. Xu, Y. Yang and T. Ji, The effects of cap-and-trade regulation and sales effort on supply chain coordination. Ann. Oper. Res. 349 (2025) 1441–1469. [Google Scholar]
L. Yan, X. Li, K.L. Teo, F. Xu and J. Liu, Pricing strategy and coordination mechanism of dual-channel supply chain based on reference quality effect. RAIRO-Oper. Res. 56 (2022) 2701–2720. [Google Scholar]
Z. Yang, W.L. Shang, L. Miao, S. Gupta and Z. Wang, Pricing decisions of online and offline dual-channel supply chains considering data resource mining. Omega. 126 (2024) 1–13. [Google Scholar]
C. Yu, C. Wang and S. Zhang, Advertising cooperation of dual-channel low-carbon supply chain based on cost-sharing. Kybernetes. 49 (2020) 1169–1195. [Google Scholar]
N. Yu, B.R. Zheng and H.S. Xia, Research on product pricing and rebate strategy under network distribution model. J. Syst. Eng. 35 (2020) 459–469. [Google Scholar]
N. Yu, F. Luo and B. Zheng, Decisions on optimization of rebates of online reselling platforms under uncertain demand. Oper. Res. Manag. Sci. 30 (2021) 35–41. [Google Scholar]
Q.U. Zhan and R.A.F.F. Horst, Two-part tariffs, inventory stockpiling, and the bullwhip effect. Eur. J. Oper. Res. 308 (2023) 201–214. [Google Scholar]
Q. Zhang and T. Xiao, Incentive strategies of an e-tailer considering online reviews: rebates or services. Electron. Commer. Res. Appl. 68 (2024) 1–14. [Google Scholar]
H.M. Zhang, F.J. Hou and Z.K. Lou, Pricing and coordination strategies in the supply chain of risk-averse retailers under the rebate model. J. Syst. Sci. Math. Sci. 42 (2022) 626–640. [Google Scholar]
R. Zhang, J. Liu and Y. Qian, Wholesale-price vs. cost-sharing contracts in a green supply chain with reference price effect under different power structures. Kybernetes. 52 (2023) 1879–1902. [CrossRef] [Google Scholar]
B.R. Zheng, C. Yang, J. Yang and M. Zhang, Dual-channel closed-loop supply chains: forward channel competition, power structures and coordination. Int. J. Prod. Res. 55 (2017) 3510–3527. [Google Scholar]
Y. Zhong, J. Liu, Y.W. Zhou, B. Cao and T.E. Cheng, Robust contract design and coordination under consignment contracts with revenue sharing. Int. J. Prod. Econ. 253 (2022) 1–14. [Google Scholar]
Y.W. Zhou, B. Cao, Q. Tang and W. Zhou, Pricing and rebate strategies for an e-shop with a cashback website. Eur. J. Oper. Res. 262 (2017) 108–122. [Google Scholar]
Y. Zhou, H. Lai, X. Chen and C. Hu, Protecting labor rights: contract design and coordination between brand firms and suppliers. Eur. J. Oper. Res. 320 (2025) 69–84. [Google Scholar]
Y. Zhuo, S. Solak, Y. Zou and B. Hu, Sharing is caring: designing incentive rebate strategies for information-sharing alliances. Decis. Sci. 56 (2025) 254–281. [Google Scholar]

Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.

Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.

Initial download of the metrics may take a while.