A bimodal supply chain game model for apparel enterprises considering consumer channel preferences

Abstract

Considering the consumer’s channel preference, this paper studies the pricing strategies of clothing manufacturers and retailers mainly selling online on traditional e-commerce platforms and live e-commerce platforms, and constructs two sales modes: direct selling mode and resale mode. Based on the Stackelberg game model, the optimal pricing and profit of direct selling mode and resale mode under centralized decision-making are solved, and the variables such as imported discount, consumer trust, and demand satisfaction are analyzed in detail. The results show that a large discount can’t guarantee the maximization of platform profits and a suitable discount can effectively improve the profits of retailers and manufacturers. Traditional platform retailers effectively improve consumers’ trust in goods, which is conducive to improving their own and manufacturers’ profits; When the cost paid by consumers when purchasing goods from different channels is different, the change of consumers’ shopping cost will directly affect the pricing of goods by the two platforms.