Markdown pricing strategy under a dual-channel supply chain with strategic consumers

This study investigates the markdown pricing strategies for a manufacturer and retailer in two-period dual-channel supply chain, where sells its products via own direct channel an independent retail to strategic consumers who may wait markdowns. A game is developed systematically optimal regular prices under four cases, i.e. , no both channels, only channel, markdowns channels. By comparing different we find that benefits most from case with rate of lower than channel. On other hand, results indicate also profit channels when consumer acceptance sufficiently high; otherwise, enjoys highest Finally, it found behavior has positive impact on retailer’s but negative manufacturer’s profit.