Abstract
This paper concentrates on the dual-channel supply chain considering consumer channel preference, which manufacturers through online direct sales and retailers through offline retail, and constructs different promotion models: manufacturers and retailers do not promote, the retailer does promotion and the manufacturer does promotion, while considering consumers’ channel preferences, study the impact of promotion on the profit and performance of supply chain system members, and finally get the best promotion strategy for retailers and manufacturers through comparative analysis. It is of extraordinary viable importance to make reasonable promotion decisions for members of the dual-channel supply chain system.
Recommended Citation
Chen, Junlin and Gao, Wei, "Research on promotion mode of dual channel supply chain considering consumer channel preference" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 33.
https://aisel.aisnet.org/iceb2022/33