关键词: 供应链, 促销, 定价, 内生时机, 成本差异, 数值仿真

Abstract: To get endogenous timing in a supply chain, a promotion-pricing game model was established in a supply chain with two manufacturers and one retailer. The effects of product substitutability and promotional efficiency on promotion-pricing strategies and endogenous timing were analyzed. The effect of cost difference on member decision and endogenous timing was explored through numerical simulations. It is found that the level of supply chain coordination is improved due to an increase in promotional efficiency of famous brand. Overall endogenous timing cannot be changed by cost difference, and only regional area gets influenced. If the action timing of participants in the game is arbitrarily assumed by a researcher, wrong conclusions may be obtained by him.

Key words: supply chain, promotion, pricing, endogenous timing, cost difference, numerical simulation