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Izvorni znanstveni članak
https://doi.org/10.17559/TV-20181101140915

Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment

Lihua Zeng ; School of Economic and Management, Fuzhou University, 2 Xueyuan Road, Higher Education Mega Center, Fuzhou, Fujian Province, China
Jian Wang ; School of Economic and Management, Fuzhou University, 2 Xueyuan Road, Higher Education Mega Center, Fuzhou, Fujian Province, China
Yongshi Hu ; School of Transportation, Fujian University of Technology, 33 Xuefu South Road, Higher Education Mega Center, Fuzhou, Fujian Province, China

Puni tekst: engleski, pdf (1 MB) str. 1819-1828 preuzimanja: 95* citiraj
APA 6th Edition
Zeng, L., Wang, J. i Hu, Y. (2018). Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment. Tehnički vjesnik, 25 (6), 1819-1828. https://doi.org/10.17559/TV-20181101140915
MLA 8th Edition
Zeng, Lihua, et al. "Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment." Tehnički vjesnik, vol. 25, br. 6, 2018, str. 1819-1828. https://doi.org/10.17559/TV-20181101140915. Citirano 17.06.2019.
Chicago 17th Edition
Zeng, Lihua, Jian Wang i Yongshi Hu. "Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment." Tehnički vjesnik 25, br. 6 (2018): 1819-1828. https://doi.org/10.17559/TV-20181101140915
Harvard
Zeng, L., Wang, J., i Hu, Y. (2018). 'Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment', Tehnički vjesnik, 25(6), str. 1819-1828. doi: https://doi.org/10.17559/TV-20181101140915
Vancouver
Zeng L, Wang J, Hu Y. Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment. Tehnički vjesnik [Internet]. 2018 [pristupljeno 17.06.2019.];25(6):1819-1828. doi: https://doi.org/10.17559/TV-20181101140915
IEEE
L. Zeng, J. Wang i Y. Hu, "Retailer Channel Decisions of Consumer Electronics Supply Chain in a Competitive Environment", Tehnički vjesnik, vol.25, br. 6, str. 1819-1828, 2018. [Online]. doi: https://doi.org/10.17559/TV-20181101140915

Sažetak
To identify the optimal channel structure in the consumer electronics industry, the issue of channel optimisation was studied in a supply chain with one retailer and one manufacturer. This study discussed how the retailer can effectively sell products through either the online/offline retail channel or both retail channels simultaneously. Three Stackelberg game models were formulated to study these different retail channels. Then, the optimal decisions were derived in closed-form solutions for each channel. To maximize the retailer’s profit, the selections of optimal channels for both retailer and manufacturer were compared, respectively, from the aspect of supply chain coordination. The analytical results indicate that the retail structure of dual-channel is the optimal choice for the retailer, which depends on the channel selection of manufacturer and the channel preference and price difference sensitivity of consumer. In addition, both retailer and manufacturer can overcome disagreement by a supply chain contract that combines the wholesale price and compensation plan. This study not only conducts the theoretical analysis for the optimal decisions of retailer channel but also provides managerial implications for the mixed-channel construction of retailers in practice.

Ključne riječi
channel decision; consumer electronics; multi-channel supply chain; retailer

Hrčak ID: 212839

URI
https://hrcak.srce.hr/212839

Posjeta: 193 *