Joint promotion of cross-market retailers: models and analysis
文献类型：期刊论文
| 作者 | Yan, Ke4; Hua, Guowei4; Cheng, T. C. E.3; Wang, Shouyang2; Dong, Jing-Xin1 |
| 刊名 | INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH
 |
| 出版日期 | 2021-05-18 |
| 页码 | 22 |
| 关键词 | Retailing joint promotion cross market game theory coupon |
| ISSN号 | 0020-7543 |
| DOI | 10.1080/00207543.2021.1922946 |
| 英文摘要 | To seek more business opportunities, cross-market retailers pursue horizontal joint promotion (HJP) to promote their products together. It is important to determine the factors that make cross-market retailers pursue HJP and how HJP affects the retailers' optimal decisions. We address such issues in the context of a shopping mall in which two cross-market retailers pursue HJP with the possible involvement of the shopping mall. We develop game-theoretic models to study whether the shopping mall should provide consumers with coupons that they can obtain from the retailer in the source market and consume at the retailer in the target market. We find that when coupons are offered to consumers, the retailer in the source market has a higher price and will pay more for HJP, but has a smaller demand and a lower profit than the retailer in the target market. Furthermore, when the effect of the coupon is relatively large, both retailers prefer the coupon as they can have higher prices, demands, and profits, and their promotional strategies change with the denomination and effect of the coupon. Conversely, both retailers would reduce investments in HJP because the coupon may bring them lower profits. |
| 资助项目 | National Natural Science Foundation of China[71831001] |
| WOS研究方向 | Engineering ; Operations Research & Management Science |
| 语种 | 英语 |
| WOS记录号 | WOS:000652553800001 |
| 出版者 | TAYLOR & FRANCIS LTD |
| 源URL | [http://ir.amss.ac.cn/handle/2S8OKBNM/58647]  |
| 专题 | 中国科学院数学与系统科学研究院 |
| 通讯作者 | Hua, Guowei |
| 作者单位 | 1.Newcastle Univ, Business Sch, Newcastle Upon Tyne, Tyne & Wear, England 2.Chinese Acad Sci, Acad Math & Syst Sci, Beijing, Peoples R China 3.Hong Kong Polytech Univ, Fac Business, Hong Kong, Peoples R China 4.Beijing Jiaotong Univ, Sch Econ & Management, Beijing 100044, Peoples R China |
| 推荐引用方式 GB/T 7714 | Yan, Ke,Hua, Guowei,Cheng, T. C. E.,et al. Joint promotion of cross-market retailers: models and analysis[J]. INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH,2021:22. |
| APA | Yan, Ke,Hua, Guowei,Cheng, T. C. E.,Wang, Shouyang,&Dong, Jing-Xin.(2021).Joint promotion of cross-market retailers: models and analysis.INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH,22. |
| MLA | Yan, Ke,et al."Joint promotion of cross-market retailers: models and analysis".INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH (2021):22. |
入库方式： OAI收割
来源：数学与系统科学研究院
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