Research On Hunger Marketing Strategy Based On Dual-channel Supply Chain

With the popularity of internet and the development of the third party logistics, more and more manufactures realized that it is necessary to supplement their preexisting retail channels with a direct electronic channel. The introduction of direct electronic channel provides a wider space for the implementation of marketing strategy while brings more shopping choices for the consumers. The successful applications of some emerging marketing methods, such as hunger marketing, viral marketing in dual-channel supply chain have attracted the attention of manufacturers and retailers. However, there is little literature research on the integration of dual-channel supply chain and new marketing strategy, and the modeling analysis of hunger marketing in dual-channel supply chain is much less. Therefore, this paper develops several dual channel supply chain models with the reference of hunger marketing theory, then studies the marketing decision of manufacture and retailer in different situation with game theory and optimization theory and analyzes the effect of hunger marketing strategy on supply chain profits.This paper consider the influence of quality and price on demand, and establish related mathematical models to research the equilibrium strategy of supply chain members, moreover analyze the effect of electronic channel delivery ratio on the decision and profits of manufacture and retailer under centralized decision-making situation and decentralized decision-making situation. Then, considering the influence of hunger marketing strategy of direct channel on the product demand of retail channel, introduces influence factors such as starvation sensitivity and hunger influence coefficient, and analyze the influence of starvation effect on decisions and profits of supply chain members under different decision-making situations by theoretical analysis and numerical computation. The research achievement shows that, when we only consider the effect of delivery ratio, the hunger marketing strategy in dual-channel supply chain is conducive to saving the cost, but can't bring more profits. Under the centralized decision-making situation, the hunger marketing strategy in dual-channel supply chain can improve the cost performance of products, while under the decentralized decision-making situation, retailers have little willing to join the hunger marketing strategy in dual-channel supply chain, so the manufacturers should adopt the way, such as sign for co-operation to encourage retailer to join in; Considering the hunger effect, when the delivery ratio is higher than a certain value, the hunger marketing strategy in dual-channel is propitious to maintain high price of products, moreover improve the quality and cost performance of products, then the supply chain will obtain higher profits. When the delivery ratio higher than hunger sensitivity, manufactures can improve their profits by setting up a good brand image and strengthening the product publicity.