Manufacturer invasion and online sales mode strategy considering the level of service quality.

ABSTRACT: This study investigates the decision process of own-brand intrusion by contract manufacturers and their selection of invasion sales modes under the consideration of service quality disparities between brand manufacturers and contract manufacturers. Specifically, the study constructs a three-tier supply chain system comprising a brand manufacturer, a contract manufacturer, and an e-commerce platform. The equilibrium profits under different sales mode combinations are determined by using reverse induction methodology, and the optimal sales mode combinations are analyzed and compared. The study reveals that the decision process of contract manufacturers' own-brand invasion depends on the potential market demand. Furthermore, when brand manufacturers adopt the reselling mode, the service quali

SUBMITTER: Zhang G 

PROVIDER: S-EPMC10581468 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature