摘要
基于消费者渠道偏好与受社交影响,研究零售商双渠道定价与选择的问题。首先,建立了零售商库存充足时的渠道定价模型,以及缺货时的渠道定价与抉择模型。然后,运用消费者选择理论、博弈论、最优化理论求解出上述模型中的纳什均衡解;分析渠道偏好单位成本、社交影响对最优解产生的影响。理论研究表明,零售商在缺货时,占优渠道的最优定价增加,另一渠道的最优定价降低;社交影响能够增加线上渠道的利润,降低实体渠道的利润。采用数值模拟的方法分析渠道满足率与商品价值对双渠道纳什均衡解的影响,以及两种渠道优先策略的优劣性,并得出线上渠道优先策略相对占优的结论。
Considering the consumers’ social influence and channel preference behavior,the channel selection and pricing problem of the retailer are studied.The double channels′ selection and pricing models with high and low stocks are established respectively.Using Consumer choice theory,game theory and optimization theory,the double channel customers’ needs and the optimal pricing are determined and the influence of channel preference cost and social influence on Nash equilibrium solution is analyzed.This study shows:the dominant channel’s pricing increases and the other channel’s pricing decreases under certain conditions;social influence is positive for online channels and negative for utility channels.At last,the numerical simulation results show the dual channels pricing and the profits of retailer are influenced by social influence and values of the goods.In addition,the online channel priority strategy is relatively dominant.
作者
官振中
张爱凤
GUAN Zhen-zhong;ZHAN GAi-feng(School of Economics and Management,South west Jiaotong University,Chengdu 610031,China)
出处
《工业工程与管理》
CSSCI
北大核心
2019年第6期139-148,共10页
Industrial Engineering and Management
基金
国家自然科学基金项目(71572154)
中央高校基本科研业务团队项目(26816WTD25)
关键词
零售商
双渠道
渠道偏好
社交影响
定价
渠道选择
retailer
dual channel
channel preference
social influence
pricing
channel selection
作者简介
官振中(1975-),四川成都人,教授,博士,主要研究方向为策略性消费、供应链管理,E-mail:zzguan@swjtu.cn;联系人:张爱凤,E-mail:18213464149@163.com。
