Joint Promotion Based on Retailer-Led Supply Chain
In this paper, a demand function model based on price and promotion efforts is constructed for the situation where the retailer is dominant in the supply chain, and the problem of joint promotion when the manufacturer invests in promotion efforts is investigated. This paper analyzes the influence of the cost-sharing ratio coefficient of promotional efforts on the decision-making behavior and profits of the manufacturer and retailer. Through theoretical and simulation analysis, the authors find that if the manufacturer invests in the promotion efforts, the retailer’s share of the promotion efforts cost will lead to the decrease of the manufacturer’s profit relative to the manufacturer’s sole responsibility for the promotion efforts cost, while for the retailer, the retailer’s profit will increase if the retailer’s share of the promotion efforts cost is small, and vice versa, the retailer’s profit will decrease.
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Availability:
- Find a library where document is available. Order URL: http://worldcat.org/isbn/9780784482742
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Supplemental Notes:
- © 2020 American Society of Civil Engineers.
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Corporate Authors:
American Society of Civil Engineers
1801 Alexander Bell Drive
Reston, VA United States 20191-4400 -
Authors:
- Sun, Fansong
- Li, Chen
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0000-0001-6915-9368
- Jian, Ming
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Conference:
- Sixth International Conference on Transportation Engineering
- Location: Chengdu , China
- Date: 2019-9-20 to 2019-9-22
- Publication Date: 2020-1
Language
- English
Media Info
- Media Type: Web
- Pagination: pp 719-726
- Monograph Title: ICTE 2019
Subject/Index Terms
- TRT Terms: Cost sharing; Costs; Industries; Promotion; Retail trade; Supply chain management
- Subject Areas: Economics; Freight Transportation;
Filing Info
- Accession Number: 01731314
- Record Type: Publication
- ISBN: 9780784482742
- Files: TRIS, ASCE
- Created Date: Feb 20 2020 9:30AM