摘要
为了研究考虑网络渠道交货期时零售商的双渠道策略,在双寡头市场中运用Hotelling模型求得了零售商在不同渠道策略下的均衡解,分析了零售商开通网络渠道的条件以及市场均衡时的渠道结构,同时讨论了网络渠道的开通对零售商定价的影响。研究表明:当网络直销交货期成本系数较大时,零售商最优策略是都不开通网络渠道,当网络直销交货期成本系数较小时,最优策略是只有一个零售商开通网络渠道;与都不开通网络渠道相比,一个零售商开通网络渠道会使市场价格提高,两个零售商都开通网络渠道时会使市场价格降低。
In order to study the dual-channel strategies of retailers considering the delivery lead time, in duopoly market, through the Hotelling model, the equilibrium solutions were obtained, two major issues:when should a conventional retailer adopt a multi-channel strategy and what is the equilibrium channel structure were studies,and the impact of the additional Internet outlet on the pricing strategies was also examined. It shows that when the direct channel delivery lead time cost parameter is high, no adoption is an optimal channel strategy for two retailers, when the direct channel delivery lead time cost parameter is low, asymmetric adoption is an optimal channel strategy. The research also shows that comparing to the equilibrium solution of two conventional retailers, when only one retailer elects to operate an online arm, the market price will rise, when two retailers are adopting an online channel the market price will decrease.
出处
《工业工程与管理》
CSSCI
北大核心
2013年第1期46-52,共7页
Industrial Engineering and Management
基金
国家自然科学基金资助项目(71271225)
关键词
网络渠道
交货期
定价
渠道策略
渠道结构
direct channel
delivery lead time
pricing
channel strategy
channel structure