摘要
The increasing popularity of information technology has generated many innovative product marketing strategies.To facilitate the sustainable development of the probabilistic selling strategy,we developed a game-theoretic model incorporating a manufacturer and a retailer to explore whether and when they should implement a probabilistic product and examine its effect on supply chain performance in vertically differentiated markets.First,the marketing strategy preference is closely related to product quality differentiation and the demand cannibalization effect.While a retailer benefits from adopting probabilistic selling(PS)regardless of quality differentiation,the manufacturer prefers traditional selling(TS)under certain market conditions.Second,the PS strategy increases the retailer’s profit from low-quality products by adjusting prices,though the manufacturer benefits only under certain conditions.Third,demand cannibalization intensifies with weak quality differentiation and low wholesale price discount,and a“win-win”situation is achieved only when product heterogeneity is limited.Furthermore,we provide managerial implications for supply chain members when PS is employed as a marketing strategy.
基金
supported by the Henan Provincial Social Science Planning Decision-Making Consultation Project under Grant No.2024JC123
General Project of Humanities and Social Sciences Research in Colleges and Universities of Henan Province under Grant No.2026-ZZJH-066
Zhengzhou Railway Group Corporation Science and Technology Research and Development Plan under Grant No.2025KY08
School-level Project of Zhengzhou Railway Vocational Technology College under Grant No.2025KY021.
