Advance selling can lock in consumers and cannibalize discount-sensitive consumers from the regular selling stage, which has become a common strategy for manufacturer-led dual-channel supply chains. Consumers order or purchase goods in two stages including advance selling and regular selling, based on their offline and online market segmentations. This study employs a Stackelberg game approach to characterize centralized and decentralized models considering market segmentation and price discounts. We find that the manufacturer can obtain maximum equilibrium profit in advance selling by indirectly and purposefully guiding lock-in consumers in regular selling to purchase goods through the offline market, and subsequently can avoid minimum equilibrium profit in regular selling by directly and purposefully guiding lock-in consumers in regular selling to purchase goods through the offline market. However, the retailer can obtain the maximum equilibrium profits in both stages. Furthermore, for exogenous price discounts, the manufacturer and retailer formulate pricing strategies that adhere to existing market rules. For endogenous price discounts, pursuing a low price-discount strategy should be avoided. Cooperation between both players can always generate more profits under regular selling, but not under advance selling. A two-part tariff contract is proposed to achieve cooperation. The results show that by adjusting a lump-sum fee, players can smoothly implement the two-part tariff contract. Three extensions demonstrate that cannibalizing discount-sensitive consumers does not always result in higher profits for the manufacturer or retailer.
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