关键词: 信用支付, 促销努力, Stackelberg博弈, 供应链协调

Abstract: Considering that more and more online shopping websites in our country provide Internet-based credit payment strategies to consumers as an important marketing tool, a function of promotion effort level affecting consumers’ needs is constructed. The paper analyzes the supply chain consist of single manufacturer and single online website to study the pricing and promotion effort of  the supply chain. By using Stackelberg game to analyze the optimal decision among supply chain entrepreneur and compare it with centralized model, in order to promote the promotion level of online shopping website, the “cost sharing and revenue sharing” contract has been established to achieve the coordination of online supply chain. Finally, through numerical analysis, it is proved that “the contract of cost sharing and revenue sharing” has a significant stimulation on the promotion efforts of online shopping website; the elasticity coefficient of promotion efforts has a certain impact on promotion efforts, and increases in a certain range. The level of elasticity of sales efforts will increase the profits of all the enterprises in the supply chain. Once the sales promotion elasticity exceeds a critical value, the interests of all the members in the supply chain will be impaired.

Key words: credit payment, promotion efforts, Stackelberg game, supply chain coordination