The Game Research between a Direct Internet Marketer and N Retailers in Hybrid Marketing

Author

Sheng, Zhongqi ; Liu, Wei ; Liang, Zezhong ; Li, Yujun

Author_Institution

Sch. of Mech. Eng. & Autom., Northeastern Univ., Shenyang, China

fYear

2010

fDate

23-24 Oct. 2010

Firstpage

164

Lastpage

167

Abstract

More and more enterprises adopt the hybrid marketing channels which are the coexistence of traditional retailers channel and direct Internet channel. Taking into account the discomfort cost of the product for Internet channel and the implementation degree of the e-commerce, this paper analyzes the vertical Nash game, direct Internet marketer-Stackelberg game and traditional retailers-Stackelberg game between direct Internet marketer and N retailers in non-cooperative case and investigates the above two parameters.

Keywords

Internet; electronic commerce; game theory; retail data processing; direct Internet channel; direct Internet marketer-Stackelberg game; direct Internet retailer; discomfort cost; e-commerce; game research; hybrid marketing channel; retailer channel; retailers-Stackelberg game; vertical Nash game; Biological system modeling; Business; Economics; Games; Internet; Lead; Marketing and sales; Discomfort Cost; E-commerce; Hybrid Marketing Channels; Stackelberg Game;

fLanguage

English

Publisher

ieee

Conference_Titel

Management of e-Commerce and e-Government (ICMeCG), 2010 Fourth International Conference on

Conference_Location

Chengdu

Print_ISBN

978-1-4244-8507-9

Type

conf

DOI

10.1109/ICMeCG.2010.41

Filename

5628652