Strategy analysis for a digital content platform considering perishability
نویسندگان
چکیده
Abstract With the vigorous development of e-commerce, digital content consumption has prospered in consumer market. Considering perishability products and negative utility advertisements on users, paper develops a dynamic game model for supply chain with platform an upstream advertiser, obtains optimal (or equilibrium) resource investing, pricing, advertising strategies under centralized decentralized decision-making cases. The main results show that marketing pricing are constant over planning horizon, while operation strategy investing which depends products’ is decreasing time. And, may open free to benefit more from advertising. Furthermore, certain region relatively small price sensitivity, counterintuitive result obtained level profits both members increase sensitivity case, sharp contrast case. Finally, ignoring product process will cut down investment profit, profit loss intensified by lower or consumers.
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ژورنال
عنوان ژورنال: Annals of Operations Research
سال: 2022
ISSN: ['1572-9338', '0254-5330']
DOI: https://doi.org/10.1007/s10479-022-04967-y