This paper analyzes how the market power in a supply chain affects a manufacturer’s hybrid marketing channel strategies, considering market transaction costs and the ratio of market size of the online market and the offline market. Also, this paper investigates a price-matching strategy when a manufacturer adds an online channel. This paper shows a number of interesting results: generally, when a manufacturer acts as a Stackelberg follower, the manufacturer chooses a hybrid marketing channel strategy as online costs become very much smaller and the size of the online market is much larger. However, when a manufacturer acts as a Stackelberg leader, the manufacturer has more chances to use a hybrid marketing channel strategy even when the online costs are relatively higher. In addition, a manufacturer may use a price-matching strategy by lowering its prices with the aim to eventually drive the retailer out of the market if the manufacturer perceives that a retailer has more advantages in the offline market and the size of offline market is larger.

中文翻译：

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供应链中制造商的混合营销渠道策略：博弈论和数值方法

本文分析了供应链中的市场力量如何影响制造商的混合营销渠道策略，同时考虑了市场交易成本以及在线市场与离线市场的市场规模之比。此外，本文研究了制造商添加在线渠道时的价格匹配策略。本文显示了许多有趣的结果：通常，当制造商充当Stackelberg的追随者时，制造商会选择混合营销渠道策略，因为在线成本变得非常小，在线市场的规模也越来越大。但是，当制造商充当Stackelberg领导者时，即使在线成本相对较高，制造商也有更多机会使用混合营销渠道策略。此外，