Abstract
This paper studies the strategic channel decision-making of mobile phone enterprises which are regarded as newcomers in the market. This research is carried out under the background of globalization. First, consumers are classified according to their different preference for waiting time, namely, time preference. Then, a channel decision model which considers the time sensitivity of consumers and the shortage cost is proposed. Finally, the optimal wholesale price and delivery lead time of the manufacturer and the service level decision of the retailer are obtained by using backward induction method. The results show that under different market conditions, the manufacturer can adopt three equilibrium states: NR (No Retailer), CP (Capture Profit) and SP (Share Profit). With the change of shortage cost, the equilibrium state of supply chain will also change. Mobile phone companies can choose different strategies based on different markets to maximize revenue.
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