The Selection and Pricing of Mixed Multi-Channel Marketing Model for Mid-High Wines Under Experience Driven
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Journal of Systems Science and Information  2019, Vol. 7 Issue (1): 37-53    DOI: 10.21078/JSSI-2019-037-17
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The Selection and Pricing of Mixed Multi-Channel Marketing Model for Mid-High Wines Under Experience Driven
Chunxiang GUO, Hong ZHOU
Business School, Sichuan University, Chengdu 610065, China
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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.

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Chunxiang GUO
Hong ZHOU
Key wordsexperienced score   mid-high wines   pre-sale strategy   multi-channel   pricing     
Received: 2017-11-28;
Fund:

Supported by the National Natural Science Foundation of China (71471123); the Fundamental Research Funds for the Central Universities (skqy201621); and the Fundamental Research Funds for Soft Science and Technology Project in Sichuan province (2017ZR0030)

Cite this article:   
Chunxiang GUO,Hong ZHOU. The Selection and Pricing of Mixed Multi-Channel Marketing Model for Mid-High Wines Under Experience Driven[J]. Journal of Systems Science and Information, 2019, 7(1): 37-53.
URL:  
http://123.57.41.99/Jwk_si/EN/10.21078/JSSI-2019-037-17     or     http://123.57.41.99/Jwk_si/EN/Y2019/V7/I1/37
 
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