零售商价格领导权结构下的双渠道定价策略研究

doi:10.16381/j.cnki.issn1003-207x.201.06.012

中国管理科学 ›› 2015, Vol. 23 ›› Issue (6): 91-98.doi: 10.16381/j.cnki.issn1003-207x.201.06.012

零售商价格领导权结构下的双渠道定价策略研究

刘汉进¹, 范小军², 陈宏民³

1. 南京财经大学营销与物流学院, 江苏南京 210046;
2. 上海大学管理学院, 上海 200444;
3. 上海交通大学安泰经济与管理学院, 上海 200052

收稿日期:2013-07-05 修回日期:2014-04-15 出版日期:2015-06-20 发布日期:2015-07-22
作者简介:刘汉进(1970-),男(汉族),江苏东台人,南京财经大学营销与物流学院副教授,研究方向:渠道战略.
基金资助:
国家自然科学基金资助项目(70972142,71172217)

Dual Channel Pricing Strategy under Retailer Stackelberg Leadership

LIU Han-jin¹, FAN Xiao-jun², CHEN Hong-min³

1. School of Marketing & Logistics, Nanjing University of Finance & Economics, Jiangsu 210046, China;
2. School of Management, Shanghai University, Shanghai 2004444, China;
3. School of Antea Economics & Management, Shanghai Jiaotong University, Shanghai 200052, China

Received:2013-07-05 Revised:2014-04-15 Online:2015-06-20 Published:2015-07-22

摘要/Abstract

摘要： 针对零售商处于价格领导权的渠道结构,本文在考虑不同渠道分销效率和产品的在线渠道接受度的基础上,探讨了制造商引入在线渠道时采用不同的定价策略对渠道所产生的效应。研究表明,在线渠道相对传统渠道的分销效率足够低的情况下,传统渠道的销售量肯定会由于在线渠道的引入而增加;如果采用批发价格保持不变的定价策略,当产品在线渠道的客户接受度较低、直接在线渠道相对传统零售渠道效率足够低的条件下,在线渠道的导入对制造商、零售商和渠道整体均是有利的,引入在线渠道会取得成功;而其他情况,在线渠道引入会有利于制造商和整体渠道,而不利于零售商,易于产生渠道冲突。

关键词: 零售商价格领导权, 直接在线渠道, 定价策略, 渠道效应

Abstract: Aiming at the channel structure of retailer Stackelberg leadership, the channel effect when one manufacturer introduce direct online channel is discussed in this paper based on the consideration of both the different channel efficiencies and the product online acceptation degree of customer. Some results are showed that when the distribution efficiency of online channel is lower than the distribution efficiency of traditional channel enough, the sales in traditional channel will increase after the introduction of online channel. If the pricing strategy of fixed wholesale price is adopted, when the product online acceptation degree of customer is low and the distribution efficiency of online channel is lower than the distribution efficiency of traditional channel, the introduction of online channel is beneficial to the manufacturer, the retailer and the channel. Then, the introduction will be successful to the manufacturer. Under other conditions, the introduction of online channel is beneficial to the manufacturer and the channel, but disadvantageous to the retailer. As a result, the channel collision will appear.

Key words: retailer stackelberg leadership, direct online channel, pricing strategy, channel effect

中图分类号:

F274

刘汉进, 范小军, 陈宏民. 零售商价格领导权结构下的双渠道定价策略研究[J]. 中国管理科学, 2015, 23(6): 91-98.

LIU Han-jin, FAN Xiao-jun, CHEN Hong-min. Dual Channel Pricing Strategy under Retailer Stackelberg Leadership[J]. Chinese Journal of Management Science, 2015, 23(6): 91-98.

参考文献

[1] Yao Dongqing, Liu J J. Channel redistribution with direct selling[J]. European Journal of Operational Research, 2003, 144(3): 646-58.

[2] 金磊, 陈伯成, 肖勇波. 双渠道下库存与定价策略的研究[J]. 中国管理科学, 2013, 21(3):104-112.

[3] 申成然, 熊中楷, 宴伟. 网络比价行为下双渠道定价策略及协调策略研究[J]. 中国管理科学, 2014,22(1):84-93.

[4] Cai Gangshu. Channel selection and coordination in dual-channel supply chains [J]. Journal of Retailing, 2010, 86 (1), 22-36.

[5] Chiang W Y, Chhajed D, Hess J D. Direct marketing, indirect profits: A strategic analysis of dual-channel supply chain design[J]. Management Science, 2003, 49(1), 1-20.

[6] Hendershott T, Zhang Jie. A model of direct and intermediated sales [J]. Journal of Economics & Management Strategy, 2006, 15(2):279-316.

[7] Tsay A, Agrawal N. Channel conflict and coordination in the E-commerce age [J]. Production and Operations Management, 2004, 13 (1), 93-110.

[8] Kumar N,Ruan, Ranran. On manufacturers complementing the traditional retail channel with a direct online channel [J]. Quantity Market Economics, 2006, 4(3):289-323.

[9] Balasubramanian S. Mail versus mall: A strategic analysis of competition between direct marketers and conventional retailers [J]. Marketing Science, 1998, 17(3), 181-195.

[10] Yan Ruiliang. Pricing strategy for companies with mixed online and traditional retailing distribution markets[J]. Journal of Product & Brand Management, 2008, 17(1), 48-56.

[11] Cai Gangshu, Zhang Z G, Zhang M. Game theoretical perspective on dual-channel supply chain competition with price discounts and pricing schemes [J]. International Journal of Production Economics, 2009, 117(1), 80-96.

[12] Huang W, Swaminathan J M. Introduction of a second channel: Implications for pricing and profits[J].European Journal of Operational Research, 2009, 194(1):258-279.

[13] Cattani K, Gilland W, Heese H S, et al.Boiling frogs: Pricing strategies for a manufacturer adding a direct channel that competes with the traditional channel[J]. Production and Operations Management, 2006,15(1):40-56.

[1]	谭春桥, 吴欣, 崔春生. 促销模式下基于纳什谈判的线上旅行商与线下旅行社定价策略研究[J]. 中国管理科学, 2021, 29(3): 143-152.
[2]	刘健, 徐勇, 印蓉蓉, 刘思峰, 廖文和. 基于顾客心理期望等待时间的服务策略研究[J]. 中国管理科学, 2021, 29(2): 1-8.
[3]	师苑, 王新华, 高红伟. Bertrand寡占市场企业交叉持股时定价策略和最优持股的研究[J]. 中国管理科学, 2021, 29(2): 42-50.
[4]	李巍, 张汉江, 杨柳. 基于市场划分的再制造许可费对定价策略的影响[J]. 中国管理科学, 2020, 28(6): 94-103.
[5]	孙红霞, 李晓芳, 周珍. 双渠道零售商和传统零售商的定价策略[J]. 中国管理科学, 2020, 28(6): 104-111.
[6]	马敬佩, 李文立, 耿师导, 李天石. 基于窗口期的电影双渠道定价策略分析[J]. 中国管理科学, 2020, 28(2): 145-152.
[7]	孙燕红, 赵骞, 王子涵. 基于消费者评论的网络预售定价策略研究[J]. 中国管理科学, 2020, 28(11): 184-191.
[8]	周艳菊, 胡凤英, 周正龙. 碳税政策下制造商竞争的供应链定价策略和社会福利研究[J]. 中国管理科学, 2019, 27(7): 94-105.
[9]	樊双蛟, 王旭坪. 考虑退货的定价和订货优化及信息发布美化策略[J]. 中国管理科学, 2019, 27(3): 116-127.
[10]	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.
[11]	曹裕, 李业梅, 万光羽. 基于消费者效用的生鲜农产品供应链生鲜度激励机制研究[J]. 中国管理科学, 2018, 26(2): 160-174.
[12]	许淑君. 基于双版面Hotelling模型的在线广告灵活版面定价策略研究[J]. 中国管理科学, 2017, 25(12): 117-125.
[13]	孟丽君, 黄祖庆, 张宝友, 杨玉香. 基于OEM与IR竞争的产品差异定价研究[J]. 中国管理科学, 2017, 25(11): 111-121.
[14]	孙浩, 叶俊, 胡劲松, 达庆利, 王凯. 不同决策模式下制造商与再制造商的博弈策略研究[J]. 中国管理科学, 2017, 25(1): 160-169.
[15]	范小军, 刘艳. 制造商引入在线渠道的双渠道价格与服务竞争策略[J]. 中国管理科学, 2016, 24(7): 143-148.

零售商价格领导权结构下的双渠道定价策略研究

Dual Channel Pricing Strategy under Retailer Stackelberg Leadership

PDF (PC)

可视化

被引次数

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 10