Research On The Hunger Marketing Strategy In A Dual-Channel Supply Chain

With the rapid development of e-commerce and the increasing market competition,more and more domestic and foreign enterprises have begun to adopt the emerging marketing strategy of hunger marketing in the dual-channel supply chain structure,and achieved good marketing results.This paper argues that enterprises with hunger marketing strategies will first limit the quantities of products to be sold,which creates a sense of scarcity in the market.When consumers who failed to snap up desperate for re-launching of products,enterprises will put enough products into the market,thus obtaining huge profits.However,with the emergence of more and more failed imitators in the market,enterprises begin to realize that not all products are suitable for hunger marketing strategies.The success of hunger marketing is related to the type,quality,cost performance and other factors of products.Based on the perspective of quality information disclosure,this paper introduces hunger marketing strategy into a dual-channel supply chain,aiming to discuss how supply chain members make pricing and quality information disclosure decisions under different situations.Foreign scholars study consumers' behavior when facing hunger marketing from the perspective of psychology and behavioral science,while the domestic scholars' researches on hunger marketing strategy,dual-channel supply chain and quality information disclosure are relatively separate.Few literature combined the hunger marketing strategy and supply chain management with mathematical modeling and quantitative study.Under dual-channel supply chain structure,this paper discusses the three situations with hunger marketing strategy,including joint disclosure of centralized decision-making mode,manufacturer disclosure of decentralized decision-making mode and retailer disclosure of decentralized decision-making mode.Through the modeling and analysis,this paper studies supply chain members' pricing and quality information disclosure decisions under the different circumstances.And through the equilibrium analysis and numerical analysis,the impacts of the scale of hunger marketing strategy,the cost of quality information disclosure and the product compatibility with network sales on product channel price,cost performance ratio,product channel demand,total profit of supply chain,product quality information disclosure threshold and social welfare are analyzed.In addition,this paper also shows the impact of hunger marketingstrategy by the actual case that Xiaomi company used hunger marketing strategy to sell Mi 8 phones.This paper comes to the following conclusions: hunger marketing strategy will improve the cost performance and demand of products,so as to improve the profit of manufacturer and supply chain,but the implementation of hunger marketing strategy will lead to the loss of social welfare;Compared with decentralized decision-making mode,hunger marketing strategy adopted in centralized decision-making mode is more conducive to improving the cost performance and demand of products,leading to more profits and disclosing more product quality information for the supply chain.