论文部分内容阅读
随着制造商日益盛行开辟网络直销渠道,双渠道环境下制造商的定价问题显得尤为重要。采用斯坦伯格博弈构建制造商在双渠道环境下基于参考价格效应的两阶段动态定价模型,并通过数值算例分析参考价格效应各参数对定价及整体收益的影响。研究结果表明:在双渠道环境中,批发价格与渠道交叉价格弹性系数、直销渠道的销售定价相关,间接受到参考价格效应影响;记忆系数和参考价格系数对制造商定价及收益的影响受到初始参考价格调节。
As manufacturers increasingly prevalent to open up the network of direct sales channels, manufacturers pricing under dual channel environment is particularly important. Steinberg game was used to construct a two-stage dynamic pricing model based on reference price effect for manufacturers in a two-channel environment. The numerical example was used to analyze the influence of various parameters of the reference price effect on pricing and overall revenue. The results show that in the dual-channel environment, the wholesale price is related to the channel cross-price elasticity of elasticity and the sales price of the direct sales channel, indirectly affected by the reference price effect. The influence of the memory coefficient and the reference price coefficient on the manufacturer’s pricing and return are initially referenced Price adjustment.