We develop a model of free gift card promotions in a two-product supply chain. We analyze three cases with different gift card strategies based on whether the wholesale and retail prices are changed or unchanged. The results indicate that, in the strategy of unchanged wholesale and retail prices, the retailer and two manufacturers are better off. The gift card promotions can effectively stimulate the demands of two products. We find that the two manufacturers benefit more from the gift card promotion than the retailer does. In the strategy of unchanged wholesale prices and changed retail prices, if the gift card value is not very large, the retailer’s profit margins and average consumer surplus from the gift card promotion are increasing in the gift card value. In the strategy of changed wholesale and retail prices, the retailer and two manufacturers have an incentive to raise the retail and wholesale prices under certain conditions. Furthermore, we show that, keeping the prices at the level of no gift cards is the dominant strategy for the supply chain and consumers, and the difference between retail prices and wholesale prices of two products is the key factor in determining the gift card value.

我们在两个产品的供应链中开发了免费的礼品卡促销模型。我们根据批发和零售价格的变化或不变来分析三种使用不同礼品卡策略的案例。结果表明，在不变的批发和零售价格策略下，零售商和两家制造商的状况更好。礼品卡促销可以有效刺激两种产品的需求。我们发现，这两家制造商从礼品卡促销中获得的收益要大于零售商。在不变批发价格和改变零售价格的策略中，如果礼品卡的价值不是很大，则礼品卡促销中零售商的利润率和来自礼品卡促销的平均消费者剩余都将增加。在改变批发和零售价格的策略中，零售商和两家制造商在一定条件下有提高零售和批发价格的动机。此外，我们表明，将价格保持在无礼品卡水平是供应链和消费者的主要策略，而两种产品的零售价格和批发价格之间的差异是确定礼品卡价值的关键因素。