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该研究了双渠道统一定价和双渠道差别定价问题.考虑了线下渠道的服务水平、线上渠道的退货因素以及消费者的损失厌恶有限理性行为对产品定价策略的影响,得到了不同策略下的最优价格、最优利润和最优服务水平,并分析了退货率对线上渠道价格和需求的影响.最后数值算例表明,在零售商市场份额较高时,制造商应采取双渠道统一定价策略,零售商市场份额较低时,制造商应不开通线上渠道;在双渠道统一定价和差别定价中制造商和零售商的利润均随着退货率的增大而减小;在双渠道差别定价中,制造商和零售商的利润随着损失厌恶程度的增大而增大,而线上与线下的最优价格差随着损失厌恶程度的增大而减小.
This paper studies the uniform pricing of dual channels and the pricing of dual channels.Considering the service level of offline channels, the return factors of online channels and the influence of bounded rationality of consumers’ loss aversion on product pricing strategy, The optimal price, the optimal profit and the optimal service level, and analyzes the influence of the return rate on the online channel price and demand.The last numerical example shows that when the retailer’s market share is high, the manufacturer should adopt dual channels Uniform pricing strategy, the retailer’s market share is low, the manufacturer should not open online channels; double-channel unified pricing and differential pricing in the profits of manufacturers and retailers as the return rate increases with the decrease in the In the two-channel differential pricing, the profits of manufacturers and retailers increase with the increase of loss aversion, and the optimal price difference between online and offline decreases with the increase of loss aversion.