Purpose

This paper investigates a dual-channel supply chain in which a manufacturer offers coupons in the online channel and the retailer in the offline channel. The optimal pricing and coupon promotion policies are explored, and the brand image under different promotion scenarios is studied.

Design/methodology/approach

Three differential game models, namely no coupon is offered, coupons offered by the manufacturer and coupons offered by the retailer, are constructed.

Findings

The results show that the manufacturer and retailer intend to conduct coupon promotions under a large coupon redemption rate. Coupon promotion derives a higher price and profit for the issuers, and the manufacturer can free-ride on the retailer's coupon promotion. The retailer's profit in the retailer-promotion scenario may be lower than that in the manufacturer-promotion scenario in some special conditions. Besides, price, coupon face value, brand image and profit increase over time. After multiple cycles game, the operational strategy evolves to an optimal equilibrium status.

Originality/value

This paper provides guidance and advice for dual-channel supply enterprises to implement joint pricing and coupon promotion strategies under multiple sales seasons.

中文翻译：

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基于微分博弈的双渠道供应链动态定价与优惠券促销策略

目的

本文研究了一个双渠道供应链，其中制造商在线渠道提供优惠券，零售商在线渠道提供优惠券。探索最优定价和优惠券推广策略，研究不同推广场景下的品牌形象。

设计/方法/方法

构建了无优惠券、厂商优惠券和零售商优惠券三种差分博弈模型。

发现

结果表明，制造商和零售商打算在较大的优惠券兑换率下进行优惠券促销。优惠券促销为发行商带来更高的价格和利润，制造商可以搭便车零售商的优惠券促销。在某些特殊情况下，零售商促销场景下零售商的利润可能低于制造商促销场景中的利润。此外，价格、优惠券面值、品牌形象和利润会随着时间的推移而增加。经过多次循环博弈，运营策略演化到最优均衡状态。

原创性/价值

本文为双渠道供应企业在多销售季节下实施联合定价和优惠券促销策略提供指导和建议。