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双渠道零售商与纯网络零售商定价时间策略

本站小编 Free考研考试/2022-02-13
DOI: 10.11908/j.issn.0253-374x.2018.05.020

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作者单位: 同济大学,同济大学


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中图分类号: C931.1


基金项目: 上海市博士后基金(11R21416500)




Pricing Timing Strategy of Dual-channel Retailer and Pure Online Retailer
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摘要:在双渠道零售商和纯网络零售商构成的多渠道供应链系统中，分别建立了以纯网络零售商为主方和以双渠道零售商为主方的Stackelberg主从对策博弈模型，比较了不同定价时间策略下，电子渠道的市场规模、双渠道零售商电子渠道的市场规模占整个电子渠道市场规模的比例对供应链成员最优定价的影响.最后，应用数值分析进一步说明了均衡状态下渠道均衡价格的变化趋势.结果表明：两零售商的电子渠道最优定价水平都随各自电子市场份额的增大而增大；当纯网络零售商优先定价时，双渠道零售商的最优定价策略是先制定全渠道低价策略，等到其电子市场份额扩大到一定程度后，维持传统渠道的低价策略不变，同时逐渐提高电子渠道的价格.



Abstract:In a multi-channel supply chain composing of a dualchannel retailer and a pure online retailer, a Stackelberg masterslave countermeasure game model with the pure online retailer as a leader and a Stackelberg masterslave countermeasure game model with the dualchannel retailer as a leader were built respectively. Then we focused on two factors including the electric market scale and the proportion of the dual-channel retailer’s electronic market scale accounting for total electronic market scale, and studied the impact of the factors on the optimal pricing of supply chain members in different strategies of pricing timing. Finally, the changing trends of the prices of the channels in the equilibrium were discussed with numerical analysis. The results indicate that the optimal pricing level of both retailers’ electronic channel increases with the increase of their respective electronic market scale. If the pure online retailer sets the direct price before setting the price for the dual-channel retailer, the optimal pricing strategy of the dualchannel retailer is to adopt the low-price strategy of omnichannel firstly, and after the market scale of electronic market is expanded to a certain extent, the low-price strategy of traditional channels will remain unchanged and the price of electronic channel will be gradually increased.





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