How Channel Promotions and Brand Promotions Work on Dual Markets Competition Together Based on a Weakest Traditionally Retailer: From a Three-Dimensional Simulation Analysis Perspective

Abstract:

Channel promotions compete against brand promotions among two manufacturers and one traditional retailer in e-commerce age. Being a leader the first strong manufacturer is not only the weakest traditional retailer’s supplier but also a competitor to the second weaker manufacturer in the internet at the same time. The paper focuses on three supply chain partners’ dynamic games in dual channels and finds out their optimal promotion competition decisions. By three-dimensional simulation analysis it reveals some objective laws of management decisions, such as limits of the traditional retailer’s living space in dual markets competition, and the conditions that all of the three partners could join in the dual markets competition, especially the strong manufacturer 1 could take part in the online market competition, and the strong manufacturer 1 should control its Internet brand promotion level to keep its strong status, etc.

• Periodical: Advanced Materials Research (Volumes 524-527)
• Pages: 3631-3636
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.524-527.3631
• Online since: May 2012
• Authors: Pei Qin Li
• Keywords: Brand Promotions, Channel Promotions, Dual Markets Competition, Three-Dimensional Simulation Analysis, Weakest Traditional Retailer

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