关键词: 随机需求, 网络代销, 库存, 返利, 博弈

Abstract: In the era of e-commerce and informatization, the advantage of promotion by internet agency is becoming increasingly significant for firms. Rebate promotion needs consumers to buy the products with full price and redeem the refund later, which is different from the discount promotion. We model a sales system comprising a manufacturer and an internet agency, in which the demand is stochastic and depends on price and rebate promotion, then examine the pricing and stocking strategies of the manufacturer and the rebate decision of the agency under Stackelberg game theory. Our results show that, the agency would like to offer more rebates to consumers when consumers are more sensitive to the rebate promotion. As a result, there is a win-win situation for both the manufacturer and agency. However, as the rebate redemption increases, the agency will shrink the rebate value in his best interest, while it hurts the manufacturer’s profit.

Key words: stochastic demand, Internet agency, inventory, rebate, game theory