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.
Keywords: Dual-channel supply chain, reference quality effects, Bertrand game, Stackelberg game, cost-sharing contracts, two-part tariff contracts
@article{RO_2022__56_4_2701_0,
author = {Yan, Lizhao and Li, Xiulian and Lay Teo, Kok and Xu, Fei and Liu, Jian},
title = {Pricing strategy and coordination mechanism of dual-channel supply chain based on reference quality effect},
journal = {RAIRO. Operations Research},
pages = {2701--2720},
year = {2022},
publisher = {EDP-Sciences},
volume = {56},
number = {4},
doi = {10.1051/ro/2022126},
mrnumber = {4469501},
language = {en},
url = {https://www.numdam.org/articles/10.1051/ro/2022126/}
}
TY - JOUR AU - Yan, Lizhao AU - Li, Xiulian AU - Lay Teo, Kok AU - Xu, Fei AU - Liu, Jian TI - Pricing strategy and coordination mechanism of dual-channel supply chain based on reference quality effect JO - RAIRO. Operations Research PY - 2022 SP - 2701 EP - 2720 VL - 56 IS - 4 PB - EDP-Sciences UR - https://www.numdam.org/articles/10.1051/ro/2022126/ DO - 10.1051/ro/2022126 LA - en ID - RO_2022__56_4_2701_0 ER -
%0 Journal Article %A Yan, Lizhao %A Li, Xiulian %A Lay Teo, Kok %A Xu, Fei %A Liu, Jian %T Pricing strategy and coordination mechanism of dual-channel supply chain based on reference quality effect %J RAIRO. Operations Research %D 2022 %P 2701-2720 %V 56 %N 4 %I EDP-Sciences %U https://www.numdam.org/articles/10.1051/ro/2022126/ %R 10.1051/ro/2022126 %G en %F RO_2022__56_4_2701_0
Yan, Lizhao; Li, Xiulian; Lay Teo, Kok; Xu, Fei; Liu, Jian. Pricing strategy and coordination mechanism of dual-channel supply chain based on reference quality effect. RAIRO. Operations Research, Tome 56 (2022) no. 4, pp. 2701-2720. doi: 10.1051/ro/2022126
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