摘要
从消费者体验差异的角度探讨企业实施同价模式的最佳市场条件,对不同销售模式下企业的最优价格与服务策略进行研究。结果表明,企业实行同价模式后,利润总是降低的;异价模式下,线上价格及利润与服务敏感性无关,与线上零售商规模正相关,线下服务水平、价格及利润与服务敏感性正相关,与线上零售商规模负相关;同价模式下,最优定价、线下服务水平以及整体收益与服务敏感性呈正相关,与线上零售商规模无直接关系。
This paper explored the best market condition for corporations to implement different sales modes from the perspective of different consumer experience requirements and the optimal price-service strategies.The result shows that the profit is always reduced after the implementation of the same price model; In the different price mode,the online price and profit have nothing to do with the service sensitivity coefficient,and are positively correlated with the scale of online retailers,the offline service level,price and profit are positively correlated with service sensitivity and negatively correlated with the scale of online retailers; In the same price model,the optimal pricing,service levels and overall revenue are positively correlated with service sensitivities,and are not directly related to the size of online retailers.
作者
曹稳
张琴义
吴伟东
光嘉伟
Cao Wen, Zhang Qinyi, Wu Weidong, Guang Jiawei(Anhui Science and Technology University, Chuzhou, Anhui 233100, Chin)
出处
《黑龙江工业学院学报（综合版）》
2018年第4期105-110,共6页
Journal of Heilongjiang University of Technology(Comprehensive Edition)
基金
安徽科技学院引进人才项目(JZYJ201701)
安徽省城乡规划综合改革试点项目(2015zy044)
关键词
全渠道
价格策略
服务策略
同价
异价
omni - channel
price strategy
service strategy
same price
different price
作者简介
曹稳,助教,安徽科技学院.;张琴义,教师,安徽科技学院.;吴伟东,博士,副教授,安徽科技学院.;光嘉伟,学生,安徽科技学院.
