The Game Research between a Direct Internet Marketer and N Retailers in Hybrid Marketing

Abstract

More and more enterprises adopt the hybrid marketing channels which are the coexistence of traditional retailers channel and direct Internet channel. Taking into account the discomfort cost of the product for Internet channel and the implementation degree of the e-commerce, this paper analyzes the vertical Nash game, direct Internet marketerStackelberg game and traditional retailers-Stackelberg game between direct Internet marketer and N retailers in noncooperative case and investigates the above two parameters.