The Selection and Pricing of Mixed Multi-Channel Marketing Model for Mid-High Wines Under Experience Driven

Guo Chunxiang () and Zhou Hong ()
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Guo Chunxiang: Business School, Sichuan University, Chengdu610065, China
Zhou Hong: Business School, Sichuan University, Chengdu610065, China

Journal of Systems Science and Information, 2019, vol. 7, issue 1, 37-53

Abstract: The experience of consumers for products has great effect on the pre-sale strategy. Based on this, the paper studies the selection and pricing of multi-channel marketing models consisting of a brewer, an electronic retailer and a traditional retailer, constructing the non-cooperative game model of brewers and retailers with equal status in four contexts. Finally, the result shows that the introduction of direct channel is beneficial to increase the brewer’s revenue. When the pre-sale marginal revenue is greater than two times the average spot-sale marginal revenue, the total profit of supply chain will achieve the best under mode I. i.e. both the brewer and e-retailer adopt pre-sale strategy.

Keywords: experienced score; mid-high wines; pre-sale strategy; multi-channel; pricing (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:jossai:v:7:y:2019:i:1:p:37-53:n:3

DOI: 10.21078/JSSI-2019-037-17

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