earticle

영어

The dual channels increase the conflict between manufacturers and retailers, but offer customers more alternatives. Strategic customers can choose both sale channels and sale periods. The dual channels include the manufacturer’s electronic channel and the retail channel. The sale periods divide into normal and discount sale periods. Based on dual channels and different sale periods, we identify six different kinds of strategic customer choices based on the relationships among the related parameters. The results also show that when WTP is near its maximum the best choice is to buy during the normal sale period via the retail channel. Then we discuss how manufacturers and retailers price product in different types of strategic customer choices, and find the discount price to be higher than the normal price under the single game condition. The conclusions can both support strategic customers in making purchase decisions, and can also help manufacturers and retailers mitigate the influence of strategic behaviors.