Scholarlink

<p>In the highly competitive business ecosystem, brand crises function as a heavy explosive device, severely damaging company goodwill. Additionally, consumers’ reference quality effects can further influence profitability by impacting goodwill. This paper constructs a dynamic binary supply chain model comprising a manufacturer and an electronic retail platform. It analyzes the differences in optimal decision-making, profit levels, and sales mode selection under both non-crisis and crisis scenarios for flagship store and self-operated store models. Research indicates that platform marketing efficiency influences the impact of consumer reference quality effects on corporate goodwill, with post-crisis goodwill potentially surpassing pre-crisis levels. Post-crisis decision-making and resource allocation are closely linked to crisis damage rates. Additionally, sales mode selection under crisis conditions shifts due to factors such as commission rates, platform marketing efficiency, and crisis damage rates. The robustness of core findings is confirmed by considering variations in consumer price sensitivity and hazard myopia.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Flagship or self-operated? Sales model choices when facing brand crisis and consumer reference quality effect

  • 期刊论文

  • 发表日期：

    2026年6月16日

查看全文
  • Deqing Ma,
  • Di Hu,
  • Jinsong Hu

摘要

In the highly competitive business ecosystem, brand crises function as a heavy explosive device, severely damaging company goodwill. Additionally, consumers’ reference quality effects can further influence profitability by impacting goodwill. This paper constructs a dynamic binary supply chain model comprising a manufacturer and an electronic retail platform. It analyzes the differences in optimal decision-making, profit levels, and sales mode selection under both non-crisis and crisis scenarios for flagship store and self-operated store models. Research indicates that platform marketing efficiency influences the impact of consumer reference quality effects on corporate goodwill, with post-crisis goodwill potentially surpassing pre-crisis levels. Post-crisis decision-making and resource allocation are closely linked to crisis damage rates. Additionally, sales mode selection under crisis conditions shifts due to factors such as commission rates, platform marketing efficiency, and crisis damage rates. The robustness of core findings is confirmed by considering variations in consumer price sensitivity and hazard myopia.