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| Notation | Meaning |
|
| The supplier |
| The retailer |
| The traditional distribution channel |
| The electronic direct channel |
| Leader-follower relationship led by the supplier |
| Leader-follower relationship led by the retailer |
| Nash equilibrium game relationship |
| A self-interested supplier and a self-interested retailer |
| An altruistic supplier and a self-interested retailer |
| A self-interested supplier and an altruistic retailer |
| An altruistic supplier and an altruistic retailer |
| Potential total market products demand |
| Market share of product in the distribution channel |
| Service-demand transfer coefficient |
| Price-demand transfer coefficient |
| Wholesale prices in the distribution channel |
| Sales price in the distribution channel |
| Sales price in the electronic direct channel |
| Sales volume in the distribution channel |
| Sales volume in the electronic direct channel |
| Supplier’s altruistic preference intensity |
| Retailer’s altruistic preference intensity |
| Retailer’s service investment level in the distribution channel |
| Supplier’s service investment level in the direct channel |
| The supplier’s profit |
| The retailer’s profit |
| The supplier’s utility |
| The retailer’s utility |
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