不同线上销售模式的产品定价策略研究

doi:10.16381/j.cnki.issn1003-207x.2019.10.016

摘要/Abstract

摘要： 现售和预售是线上销售的主要模式。考虑不同模式下消费者对产品估值的差异，分析现售、预售和混合销售（同时开展现售和预售）三种模式下消费者购买决策过程，构建Stackelberg博弈和Nash均衡模型，得到三种模式的产品均衡定价及需求，并探讨开展不同销售模式对应的消费者估值差异阈值以及不同主导结构对供应链企业绩效的影响。结果表明：任意主导结构下，销售模式只会影响现售产品价格，对预售产品定价没有影响；任意销售模式下，制造商主导结构的产品定价和批发价更高，但产品销售量较低；消费者延迟收货敏感度增强使预售模式的供应链成员企业的利润降低，但混合销售模式可以有效防止由此引起的损失，且制造商主导可以同时实现供应链成员企业的利益最大化。

关键词: 线上销售模式, 折扣预售, 估值差异, 定价策略

Abstract: With the development of e-commerce, online sales have vastly contributed to the growth of retail sales in China. There are two main selling schemes for online sellers. One is regular selling, the other is discount advance selling. The consumers' valuations are distinct between different selling schemes, which is called consumption value difference. We focus on analyzing three interesting questions. First, how does the online seller design the more beneficial selling schemes? Second, since both the consumers' valuations and delivery lead time setting by online seller are different in the two main schemes, how do the seller's equilibrium decisions be affected by consumption value difference and the time-sensitivity? Third, how do dominant structures influence the equilibrium strategy? These questions are important to online sellers because they are closely related to operational decisions.
Considering the consumption value difference, the consumer shopping behaviors under regular selling mode, discount advance selling mode and dual selling mode are first characterized. The structural properties of the equilibrium strategies are provided in three sales schemes using the optimization technique under Stackelberg Game and Nash Equilibrium. Then, according to the threshold of consumption value difference, the conditions are identified under which selling mode choose for online seller. The impacts of selling modes and the dominant structures of the supply chain on the equilibrium strategies are analyzed. Finally, the influences of consumption value difference and the delivery lead time on optimal expected profit are analyzed in an numerical example.
The research reveals that a medium threshold of consumption value difference exists in dual selling mode where both the online seller and manufacturer outperform their counterparts in two main selling schemes. Selling mode has no effect on the price of pre-order product while influences the price of regular product. Optimal product price and wholesale price derived from manufacturer-dominated supply chain are high but the sales volume is the opposite. With the increasing consumer time-sensitivity,the firms' performance will decrease under discount advance selling mode only. It is necessary to shorten the lead time in order to prevent sales decrease under discount advance selling mode. It is also found that the profit is relatively prominent in the manufacturer-dominated supply chain under the dual selling mode. These results will contribute to online sellers in choosing an appropriate and efficient sales strategy.

Key words: online selling scheme, discount advance selling, consumption value difference, pricing strategy

中图分类号:

F272.3

白世贞, 姜曼. 不同线上销售模式的产品定价策略研究[J]. 中国管理科学, 2019, 27(10): 159-169.

BAI Shi-zhen, JIANG Man. The Pricing Strategy in Different Online Selling Schemes[J]. Chinese Journal of Management Science, 2019, 27(10): 159-169.

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