Pricing Game Models of Hybrid Channel Supply Chain: A Strategic Consumer Behavior Perspective

The current sales model combining online and offline channels meets the diverse requirements of consumers. However, consumers’ inter-channel switching behavior strategic also pose significant challenges to pricing decisions in hybrid channel. Using game theory consumer utility theory, a retailer-driven is developed study optimal problem for each channel mixed-channel supply chain considering characteristics competition waiting Study results show there negative correlation between proportion consumers profit channel, as rises, manufacturers retailers all trend downward. Incorporating into will assist elucidating heterogeneity during various decision-making periods making reasonable decisions. Effective guiding strategies, such pre-discount purchase restrictions, can reduce loss caused by behavior. combination pre-announcement discount ratio generate greatest chain.