摘要
探讨了在竞争环境下,由于零售商力量的不对称而产生的强势与弱势零售商在不同的市场结构的竞争中不同的竞争策略与零售价格的确定。其中强势零售商在批发价格的选择及零售价格的确定上都具有主动权,而弱势零售商由于只能被动的接受批发价格,它的市场竞争策略是采用灵活的产品组合及定价结构。更多地关注于弱势零售商的策略选择。
This paper discussed how the powers of retailers influence the channel prices and the choice of retailers with different market structure under competition environment. Thereinto,the powerful retailer is active on decision the wholesale and retail price. On the other hand, the only choice of the weak retailer is undertaking the wholesale price,therefore his tactic is introducing a flexible product combination and pricing structure.And we pay more attention to the weak retailer＇s sales strategy.
出处
《电子科技大学学报》
EI
CAS
CSCD
北大核心
2005年第5期724-727,共4页
Journal of University of Electronic Science and Technology of China
基金
国家杰出青年基金资助项目(79275002)
关键词
渠道结构
零售商力量
零售商选择
销售策略
channel structure
powers of retailers
retailers＇ choice
sales strategy
