제조업체, 온라인 유통채널 및 오프라인 유통채널 간의 다자간 협상전략에 관한 연구

• 영문명: Strategic Analysis of the Multilateral Bargaining among the Manufacturer, the Online and the Offline Distribution Channels
• 발행기관: 한국산업경영시스템학회
• 저자명: 조형래(Hyung Rae Cho) 이민호(Min ho Rhee) 임상규(Sang Gyu Lim)
• 간행물 정보: 『산업경영시스템학회지』제37권 제4호, 145~153쪽, 전체 8쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

In this paper, we study the bargaining strategy of a manufacturer who sells a product through the online and offline distribution channels. To do this, we derive and analyze the equilibrium solutions for both simultaneous and sequential bargaining games. The result shows that the optimal bargaining strategy heavily depends on the size of the online distribution channel's loyal customers and the difference between the retail prices of the online and the offline distribution channels. It is also shown that, in some cases, the online distribution channel has incentive to downsize its loyal customers and its retail price for a better bargaining outcome.

목차

Abstract

1. 서론

2. 분석 모형

3. 협상 균형해

4. 협상 균형해 분석

5. 결론 및 추후 연구 방향

References

키워드

Multilateral Bargaining Simultaneous Bargaining Sequential Bargaining Nash Equilibrium Solution