Abstract
As market competition becomes increasingly fierce, it becomes more and more important for members of the supply chain to maximize market sales and improve the economic benefits of all parties through altruistic cooperation. Considering the complex relationship between online and offline retail channels, this paper proposes a competitive–cooperative strategy based on altruistic behavior for the dual-channel supply chain, by applying the theory of the co-competition game. First, we introduce the problem with respect to the relationship between online and offline retail channels, and establish the competitive–cooperative strategy model based on altruistic behavior. Then, we prove the equilibrium strategy for existence and stability of the proposed model through mathematical deduction. Next, a multi-object optimal model is excluded by applying the Pareto principle, and the NSGA-II-based algorithm is obtained to acquire the Nash equilibrium point. Finally, we present the case testing results, which indicate that the proposed model is robust and can improve the channel efficiency of the supply chain.
Highlights
With the rapid development of e-commerce and Internet technology, the online retail industry, characterized by high dynamism and demand volatility, is becoming more and more interesting for researchers in supply chain management
The solution to the problem related to the Nash equilibrium point, regarding the competition and cooperation between online and offline retailers mentioned above, can be transformed into a multi-objective optimization problem
At all the Nash equilibrium points, the decision variables p∗u, p∗d in the balanced strategy set are equal. This means that if online and offline retailers want to obtain optimal results in competition and cooperation, in order to maximize the profit of the entire system, the online pricing and offline pricing must be consistent, which is consistent with dealings in real situations
Summary
With the rapid development of e-commerce and Internet technology, the online retail industry, characterized by high dynamism and demand volatility, is becoming more and more interesting for researchers in supply chain management. Online retailers can reap benefits from offline retailers when consumers have experiences in real stores These two kinds of consumption choices have inevitably led to studies concerning supply chain integration and collaboration issues [6,7]. The same conflict caused by the dual channel will lead to more intense competition [8] Considering this kind of retailer-led, dual-channel conflict scenario, this paper proposes a co-occurrence method of altruistic behavior to resolve this conflict and improve the channel performance of the supply chain. It discusses the existence and stability of the Nash equilibrium in this situation.
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