基于时间和渠道敏感顾客选择偏好的双渠道定价策略

doi:10.12005/orms.2019.0165

摘要/Abstract

摘要： 随着网络技术的发展,带动了网络销售模式的发展。网络渠道为顾客带来了便利性,也为制造商提供了扩大市场占有率和提高利润的机会,如何合理定价关系到企业的长久发展。在考虑顾客对网络渠道交付时间和网络渠道接受敏感的基础上,研究了制造商的单渠道和双渠道定价策略问题。研究结果表明,两种销售模式下零售渠道的定价相同,而网络渠道的定价低于零售渠道的定价。制造商可以通过引入网络渠道提高市场占有率、降低顾客时间敏感性和提高网络渠道接受程度,从而提高利润。最后,通过数值实验分析了交付时间敏感性和网络渠道接受程度对企业决策的影响,并对比分析了单渠道和双渠道的最优决策。

关键词: 交付时间敏感性, 渠道接受程度, 顾客选择偏好, 定价策略

Abstract: With the development of network technology, the network marketing model has been rapidly developed. Network channel provides the convenience for customers, while it also provides a chance for manufacturers to expand market share and increase profits. Rational pricing strategy has significant impact on a firm’s competitive edge. By considering the time sensitivity of network delivery time and the acceptance degree of network channel by customers, the manufacturer’s pricing strategy problem of the single-channel and dual-channel is investigated. The research results indicate that, the pricing of the retail channel is the same in the two kinds of sales mode, and the pricing of the network channel is lower than that of the retail channel. Meanwhile, manufacturers can increase the market share by introducing the network channel, reduce customer time sensitivity and increase network channel acceptance degree, so as to improve the profit. Through numerical experiments, the effects of delivery time sensitivity and network channel acceptance degree on enterprise decision are analyzed, and the optimal decision of single channel and dual channel is compared.

Key words: delivery time sensitivity, channel acceptance degree, customer choice preference, pricing strategy

中图分类号:

F713
F273

张雪梅, 李盈盈. 基于时间和渠道敏感顾客选择偏好的双渠道定价策略[J]. 运筹与管理, 2019, 28(7): 179-186.

ZHANG Xue-mei, LI Ying-ying. Dual-channel Pricing Strategy Based on Choice Preference ofTime and Channel Sensitive Customer[J]. Operations Research and Management Science, 2019, 28(7): 179-186.

参考文献

[1] Yao D Q, Liu J J. Competitive pricing of mixed retail and e-tail distribution channels[J]. Omega, 2004, 33(3): 235-247.
[2] 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.
[3] Yan R L, Pei Z. Retail services and firm profit in a dual-channel market[J]. Journal of Retailing and Consumer Services, 2009, 16(4): 306-314.
[4] Chiang W K, 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.
[5] 王虹,孙玉玲,周晶.制造商信息私有条件下的双渠道供应链定价决策[J].运筹与管理,2013,22(6):117-122.
[6] 陈远高,刘南.具有服务差异的双渠道供应链竞争策略[J].计算机集成制造系统,2010, 16(11):2484-2490.
[7] Lu Q H, Liu N. Effects of e-commerce channel entry in a two-echelon supply chain: a comparative analysis of single-and dual-channel distribution systems[J]. International Journal of Production Economics, 2015, 165: 100-111.
[8] 林志炳,蔡晨,许保光.风险厌恶下的供应链定价策略分析[J].运筹与管理,2008,17(4):29-33.
[9] Afèche P, Baron O, Kerner Y. Pricing time-sensitive services based on realized performance[J]. Manufacturing & Service Operations Management, 2013, 15(3): 492-506.
[10] Dewan S, Mendelson H. Information technology and time-based competition in financial markets[J]. Management Science, 1998, 44(5): 595-609.
[11] Shang W X, Liu L M. Promised delivery time and capacity games in time-based competition[J]. Management Science, 2011, 57(3): 599-610.
[12] Hua G W, Wang S Y, Chen T. Price and lead time decisions in dual-channel supply chains[J]. European Journal of Operational Research, 2010, 205(1): 113-126.
[13] 朱玉炜,徐琪.考虑消费者时间敏感的双渠道供应链竞争策略[J].计算机集成制造系统,2013,19(6):1363-1368.
[14] Xu H, Liu Z Z, Zhang S H. A strategic analysis of dual-channel supply chain design with price and delivery lead time considerations[J]. International Journal of Production Economics, 2012, 139(2): 654-663.
[15] 石永强,李华娟,杨磊.需求与提前期相关的双渠道协调策略研究[J].预测,2014,33(1):50-55.
[16] Rodríguez B, Aydin G. Pricing and assortment decisions for a manufacturer selling through dual channels[J]. European Journal of Operational Research, 2015, 242(3): 901-909.
[17] zer , Uncu O. Integrating dynamic time-to-market, pricing, production and sales channel decisions[J]. European Journal of Operational Research, 2015, 242(2): 487-500.
[18] Zhang X M, Song M L, Liu G D. Service product pricing strategies based on time-sensitive customer choice behavior[J]. Journal of Industrial and Management Optimization, 2017, 13(1): 297-312.
[19] Hua Z S, Zhang X M, Xu X Y. Product design strategies in a manufacturer-retailer distribution channel[J]. Omega, 2011, 39(1): 23-32.
[20] Khouja M, Park S, Cai G. Channel selection and pricing in the presence of retail-captive consumers[J]. International Journal of Production Economics, 2010, 125(1): 84-95.
[21] 贾俊秀,沈萍,杜黎.基于网络顾客行为意向的物流服务供应链定价策略[J].运筹与管理,2014,23(4):41-50.
[22] 范小军,刘虎沉.基于消费者在线渠道接受差异的双渠道定价策略[J].系统管理学报,2015,24(3):413-420.