考虑线上线下零售商竞争的制造商双渠道定价策略

根据现有的不同电商销售平台模式,将制造商双渠道销售模式划分为自营模式、平台模式和混合模式.分析在制造商主导的双渠道供应链中,3种不同渠道模式下价格竞争系数和佣金比例系数对其他经济变量的影响,以及制造商的最优定价决策与渠道选择问题.通过模型和数值分析发现,在平台模式和混合模式中,当制造商保证佣金比例系数在一定范围内,制造商利润随佣金比例系数的增加而减少,传统零售商、网络零售商和供应链总利润随佣金比例系数的增加而增加.在3种渠道模式中,混合模式对传统零售商和制造商利润增加更有利,平台模式对网络零售商和供应链总利润增加更有利.

Pricing strategy of manufacturer in dual-channel considering competition between online retailers and offline retailers

In this paper, manufacturer''s network channels are divided into self-employed sales, platform sales and mixing sales based on the different e-commerce. A stackelberg game in the dual-channel is considered, where the manufacturer is leader and other players(retailer and online retailers) are followers. In three different channel models, we analyze the effect of price competition coefficient and commission ratio on other economic variables, as well as the optimal pricing decision and channel selection of manufacturers. We also demonstrate the proposed model through a series of data sets. It is observed from the numerical study that commission rate factor within a certain range, manufacturer profit decreases as commission ratio increases, but the total profits of traditional retailers, online retailers and supply chains increases as the commission ratio increases in the platform sales and the mixing sales. In three different channel models, the mixing sales is more profitable for traditional retailers and manufacturers, and the platform sales is more advantageous for the online retailers and the supply chain profit increase.