Sales promotion and supply chain finance for shopping days: Strategies of e-commerce platform and seller

IF 2.5 3区经济学 Q2 ECONOMICS

Managerial and Decision Economics Pub Date : 2024-07-12 DOI:10.1002/mde.4310

Yujie Zhang, Jianhu Cai, Xueshu Shan, Siqing Li, Yongyi Shou

引用次数: 0

Abstract

In shopping days, e-commerce platforms (ECPs) and their sellers cooperate to promote sales through price discount and marketing effort. Supply chain finance (SCF) has been offered by ECPs to fuel sellers' preparations for shopping days. An ECP-seller supply chain (PSSC) model is constructed to study the strategic interaction between the ECP and the seller. Given a price discount rate, we derive the ECP's optimal marketing effort level and feasible SCF service rule, as well as the seller's optimal supply quantity and financing decisions. Furthermore, we identify a price-discount-rate interval, in which the Pareto improvement of the PSSC can be achieved.

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购物日的销售促进和供应链融资：电子商务平台和卖家的策略

在购物日期间，电子商务平台（ECP）与其卖家合作，通过价格折扣和营销努力促进销售。电子商务平台提供供应链融资（SCF），以促进卖家为购物日做准备。我们构建了一个 ECP-卖家供应链（PSSC）模型来研究 ECP 和卖家之间的战略互动。在给定价格折扣率的情况下，我们得出了 ECP 的最优营销努力水平和可行的 SCF 服务规则，以及卖方的最优供应量和融资决策。此外，我们还确定了一个价格-折扣率区间，在该区间内 PSSC 可以实现帕累托改进。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Managerial and Decision Economics Multiple-

CiteScore

1.40

自引率

18.20%

发文量

242

期刊介绍： Managerial and Decision Economics will publish articles applying economic reasoning to managerial decision-making and management strategy.Management strategy concerns practical decisions that managers face about how to compete, how to succeed, and how to organize to achieve their goals. Economic thinking and analysis provides a critical foundation for strategic decision-making across a variety of dimensions. For example, economic insights may help in determining which activities to outsource and which to perfom internally. They can help unravel questions regarding what drives performance differences among firms and what allows these differences to persist. They can contribute to an appreciation of how industries, organizations, and capabilities evolve.