Research On Product Generic Promotion And Channel-oriented Promotion Strategies Under Different Supply Chain Models

In the online and offline sales environment,manufacturers and online retailers often take various promotional activities to enhance the competitiveness of their products in the market.However,different product promotion models may lead to "price wars" between online and offline channels and "free riding" behavior among supply chain members,affecting the efficiency of product promotion by manufacturers and retailers.How to formulate product prices and promotion strategies based on product characteristics and market demand is crucial for the coordinated operation of the supply chain system.Based on the summary and collation of relevant research results at home and abroad,using the research results of retailers and manufacturers on product pricing decisions,and using theoretical knowledge such as revenue management and game theory,this paper studies the optimal promotion strategies of manufacturers and online retailers under different supply chain models for product generic promotion and channel-oriented promotion strategies.Firstly,the effectiveness of manufacturer generic promotion and online retailer channel-oriented promotion in the supply chain of online retailer distribution is systematically analyzed.By establishing a Steinberg game model under two promotion modes,the optimal product pricing decisions of manufacturers and online retailers are solved.The effects of promotion effort,promotion cost,and consumer strategy waiting on the optimal decision are discussed,and the selection of the optimal promotion strategy is further analyzed.Research shows that the promotion of large categories of manufacturers exacerbates consumer strategic waiting behavior;Under the channel-oriented promotion strategy of online retailers,the total market revenue is greater than that of general generic promotion,and when the impact of promotion on consumers is moderate,online retailer channel-oriented promotion can achieve simultaneous improvement of supply chain members’ revenue.Secondly,the effectiveness of manufacturer channel-oriented promotion,manufacturer generic promotion,and online retailer channel-oriented promotion is analyzed in the dual channel supply chain system of manufacturer direct selling online retailer distribution.By establishing pricing game models between manufacturers and online retailers under three promotion modes,the optimal pricing and promotion investment decisions for online and offline products are analyzed.Research shows that in a dual channel supply chain,online retailers lack the motivation to implement channel-oriented promotion;When the coefficient of perceived value difference between consumers’ channels is small or large,the best choice for manufacturers is to implement channel-oriented promotion;The spillover effect of manufacturers implementing large-scale promotion alleviates the price competition of online and offline products.When the coefficient of difference in consumer perceived value is moderate,it can achieve a "win-win" with online retailers.