Joint promotion of cross-market retailers: models and analysis

doi:10.1080/00207543.2021.1922946

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	Joint promotion of cross-market retailers: models and analysis
	Yan, Ke 1; Hua, Guowei 1; Cheng, T. C. E.2; Wang, Shouyang 3; Dong, Jing-Xin 4
	2021-05-18
发表期刊	INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH
ISSN	0020-7543
页码	22
摘要	To seek more business opportunities, cross-market retailers pursue horizontal joint promotion (HJP) to promote their products together. It is important to determine the factors that make cross-market retailers pursue HJP and how HJP affects the retailers' optimal decisions. We address such issues in the context of a shopping mall in which two cross-market retailers pursue HJP with the possible involvement of the shopping mall. We develop game-theoretic models to study whether the shopping mall should provide consumers with coupons that they can obtain from the retailer in the source market and consume at the retailer in the target market. We find that when coupons are offered to consumers, the retailer in the source market has a higher price and will pay more for HJP, but has a smaller demand and a lower profit than the retailer in the target market. Furthermore, when the effect of the coupon is relatively large, both retailers prefer the coupon as they can have higher prices, demands, and profits, and their promotional strategies change with the denomination and effect of the coupon. Conversely, both retailers would reduce investments in HJP because the coupon may bring them lower profits.
关键词	Retailing joint promotion cross market game theory coupon
DOI	10.1080/00207543.2021.1922946
收录类别	SCI
语种	英语
资助项目	National Natural Science Foundation of China[71831001]
WOS研究方向	Engineering ; Operations Research & Management Science
WOS类目	Engineering, Industrial ; Engineering, Manufacturing ; Operations Research & Management Science
WOS记录号	WOS:000652553800001
出版者	TAYLOR & FRANCIS LTD
引用统计
文献类型	期刊论文
条目标识符	http://ir.amss.ac.cn/handle/2S8OKBNM/58648
专题	中国科学院数学与系统科学研究院
通讯作者	Hua, Guowei
作者单位	1.Beijing Jiaotong Univ, Sch Econ & Management, Beijing 100044, Peoples R China 2.Hong Kong Polytech Univ, Fac Business, Hong Kong, Peoples R China 3.Chinese Acad Sci, Acad Math & Syst Sci, Beijing, Peoples R China 4.Newcastle Univ, Business Sch, Newcastle Upon Tyne, Tyne & Wear, England
推荐引用方式 GB/T 7714	Yan, Ke,Hua, Guowei,Cheng, T. C. E.,et al. Joint promotion of cross-market retailers: models and analysis[J]. INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH,2021:22.
APA	Yan, Ke,Hua, Guowei,Cheng, T. C. E.,Wang, Shouyang,&Dong, Jing-Xin.(2021).Joint promotion of cross-market retailers: models and analysis.INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH,22.
MLA	Yan, Ke,et al."Joint promotion of cross-market retailers: models and analysis".INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH (2021):22.