摘要详情
302 / 2024-04-24 10:53:05
Cause–related product design and pricing strategies in the presence of private label
Cause marketing,Private label,Product design,Pricing strategy
摘要待审
With the rapid development of retail consumption, retailers are increasingly able to launch their own brands for sale in addition to reselling products. Moreover, supply chain members are no longer solely focused on product sales, and many companies also conduct cause marketing of products to achieve social responsibility. Based on this, we consider a supply chain consisting of a retailer that can launches its private label and a supplier, explore the product design and pricing strategies of the corresponding supply chain members, and investigate the impact of different strategies on the profits of the supply chain members. First, we found that in the case of only retailer implementing cause marketing, retailer sometimes launches special edition product and sometimes donates for ordinary product. We also found that the supplier sometimes suffers from loss of profit when retailer launches a special product. Second, in the case of both supplier and retailer can carry out cause marketing, sometimes both launch a special edition product, sometimes only one has a special edition product, and sometimes neither introduces a special edition product.
重要日期
-
会议日期
06月28日
2024
至07月01日
2024
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07月01日 2024
注册截止日期
主办单位
中国科学技术大学
协办单位
管理科学与工程学会
联系方式
- 蔡雨汀
- po******@ustc.edu.cn
- 187********
