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

Abstract

In this paper, we study the bargaining strategy of a manufacturer who sells a product through the online and offline distributionchannels. 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 customersand the difference between the retail prices of the online and the offline distribution channels. It is also shown that, in somecases, the online distribution channel has incentive to downsize its loyal customers and its retail price for a better bargainingoutcome.