产品和零售商品牌差异条件下的渠道价格策略

Channel pricing strategy under product and retailer brand differentiation

从渠道中的制造商和零售商相对力量对比的角度,对渠道中的价格决策问题进行了研究.采用博弈理论,研究了由两个制造商和两个零售商组成的典型渠道结构中的价格决策问题,在研究渠道价格决策时,同时考虑了产品和零售商的差异,将产品差异提炼为产品成本和产品品牌差异,将零售商的差异提炼为零售成本和零售商品牌差异,并考虑了需求函数和渠道权利结构对渠道价格决策产生的影响.研究表明,渠道权利结构、产品差异和零售商差异均对渠道价格决策会产生影响,且对不同制造商和零售商的影响程度有较大的差异.

With the development of retailer power, it is necessary to study channel pricing strategy from the view of power comparison between retailer and manufacturer. The paper applies the game theory to study the channel pricing strategy of typical channel made up of two manufacturers and two retailers. It considers prod- uct and retailer differentiation at the same time when it studies channel pricing strategy. It abstracts product differentiation into product cost and product brand differentiation, and abstracts retailer differentiation into re- tailing cost and retailer brand differentiation. Moreover, it considers the effect of demand function and channel power structure on channel pricing strategy. The result shows that channel power structure, product differentia- tion and retailer differentiation can affect channel pricing decision. Furthermore, the effects of all these factors on different manufacturer and retailer are different widely.