| 基于时间和渠道敏感顾客选择偏好的双渠道定价策略 |
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| 引用本文： | 张雪梅,李盈盈.基于时间和渠道敏感顾客选择偏好的双渠道定价策略[J].运筹与管理,2019,28(7):179-186. |
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| 作者姓名： | 张雪梅 李盈盈 |
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| 作者单位： | 阜阳师范学院 商学院 区域物流规划与现代物流工程安徽省重点实验室,安徽 阜阳 236037 |
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| 基金项目： | 国家自然科学基金面上项目(71771055);高校优秀青年人才支持计划重点项目(gxyqZD2018063) |
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| 摘 要： | 随着网络技术的发展,带动了网络销售模式的发展。网络渠道为顾客带来了便利性,也为制造商提供了扩大市场占有率和提高利润的机会,如何合理定价关系到企业的长久发展。在考虑顾客对网络渠道交付时间和网络渠道接受敏感的基础上,研究了制造商的单渠道和双渠道定价策略问题。研究结果表明,两种销售模式下零售渠道的定价相同,而网络渠道的定价低于零售渠道的定价。制造商可以通过引入网络渠道提高市场占有率、降低顾客时间敏感性和提高网络渠道接受程度,从而提高利润。最后,通过数值实验分析了交付时间敏感性和网络渠道接受程度对企业决策的影响,并对比分析了单渠道和双渠道的最优决策。
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| 关 键 词： | 交付时间敏感性 渠道接受程度 顾客选择偏好 定价策略 |
| 收稿时间： | 2016-03-20 |
Dual-channel Pricing Strategy Based on Choice Preference ofTime and Channel Sensitive Customer |
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| ZHANG Xue-mei,LI Ying-ying.Dual-channel Pricing Strategy Based on Choice Preference ofTime and Channel Sensitive Customer[J].Operations Research and Management Science,2019,28(7):179-186. |
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| Authors: | ZHANG Xue-mei LI Ying-ying |
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| Affiliation: | School of Business, Anhui Provincial Key Laboratory of Regional Logistics Planning and Modern Logistics Engineering, Fuyang Normal University, Fuyang 236037, China |
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| Abstract: | With the development of network technology, the network marketing model has been rapidly developed. Network channel provides the convenience for customers, while it also provides a chance for manufacturers to expand market share and increase profits. Rational pricing strategy has significant impact on a firm’s competitive edge. By considering the time sensitivity of network delivery time and the acceptance degree of network channel by customers, the manufacturer’s pricing strategy problem of the single-channel and dual-channel is investigated. The research results indicate that, the pricing of the retail channel is the same in the two kinds of sales mode, and the pricing of the network channel is lower than that of the retail channel. Meanwhile, manufacturers can increase the market share by introducing the network channel, reduce customer time sensitivity and increase network channel acceptance degree, so as to improve the profit. Through numerical experiments, the effects of delivery time sensitivity and network channel acceptance degree on enterprise decision are analyzed, and the optimal decision of single channel and dual channel is compared. |
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| Keywords: | delivery time sensitivity channel acceptance degree customer choice preference pricing strategy |
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