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Open AccessArticle

Pricing Policies in a Retailer Stackelberg O2O Green Supply Chain

by 1, 2,*, 1, 2 and 2
1
School of Management and Economics, University of Electronic Science and Technology of China, Cheng Du 611731, China
2
School of Business Administration, Southwestern University of Finance and Economics, Cheng Du 611130, China
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(8), 3236; https://doi.org/10.3390/su12083236
Received: 27 February 2020 / Revised: 31 March 2020 / Accepted: 11 April 2020 / Published: 16 April 2020
Due to the popularization of the concept of “new retailing”, we study a new commercial model named O2O (online-to-offline), which is a good combination model of a direct channel and a traditional retail channel. We analyze an O2O supply chain in which manufacturers are responsible for making green products and selling them through both online and offline channels. The retailer is responsible for all online and offline channels’ orders, and the manufacturer gives the retailer a fixed fee. We construct a mathematical function model and analyze the greenness and pricing strategies of centralized and decentralized settings through the retailer Stackelberg game model. Due to the effects of the double marginalization of supply chain members, we adopt a simple contract to coordinate the green supply chain. The paper’s contributions are that we obtain pricing and greening strategies by taking the cooperation of offline channels and online channels into consideration under the O2O green supply chain environment. View Full-Text
Keywords: green products; pricing policy; retailer Stackelberg game; O2O (online-to-offline) supply chain; channel coordination green products; pricing policy; retailer Stackelberg game; O2O (online-to-offline) supply chain; channel coordination
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MDPI and ACS Style

Wan, G.; Kou, G.; Li, T.; Xiao, F.; Chen, Y. Pricing Policies in a Retailer Stackelberg O2O Green Supply Chain. Sustainability 2020, 12, 3236. https://doi.org/10.3390/su12083236

AMA Style

Wan G, Kou G, Li T, Xiao F, Chen Y. Pricing Policies in a Retailer Stackelberg O2O Green Supply Chain. Sustainability. 2020; 12(8):3236. https://doi.org/10.3390/su12083236

Chicago/Turabian Style

Wan, Gan; Kou, Gang; Li, Tie; Xiao, Feng; Chen, Yang. 2020. "Pricing Policies in a Retailer Stackelberg O2O Green Supply Chain" Sustainability 12, no. 8: 3236. https://doi.org/10.3390/su12083236

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