摘要
产品的双渠道销售不仅给企业带来更多的利润收益,同时给企业在应对市场复杂需求方面带来冲突和挑战.以拥有双渠道销售的制造商为研究对象,基于消费者对制造商线下渠道和线上渠道存在的策略型行为,研究了渠道之间考虑存在消费者转移的双渠道产品定价及协调策略.首先,构建了"线下主导"和"线上主导"的Stackelberg分散决策博弈模型,得到分散决策模式下的双渠道最优定价均衡解,并分析了策略型消费者所占比例、线上消费者购买到产品概率、消费者转移概率对最优定价和总利润的影响.然后,构建了双渠道集中决策定价模式,通过分析得出存在唯一的双渠道最优定价策略,并给出其解析解表达式.最后,通过数值算例仿真分析进行验证.
Dual-channel sales of products not only to bring more profit gains, while conflict and challenges to the enterprise in complex market demand. Based on the consumers’ strategic behavior to the manufacturer’s offline channel and online channel, this paper has studied pricing and coordination strategies of dual channel considering consumers transferring. The equilibrium pricing strategies of the offline-leading and online-leading Stackelberg games are established, after obtaining the equilibrium solution, analyzed the influence of proportion of strategic consumers/probability of online consumers/consumers transition probability to the optimal pricing and profit. Futhermore, constructed of a dual-channel centralized decisionpricing model, has analyzed of results there is a unique dual-channel optimal pricing strategy and its analytical solution expression is given. Finally, numerical examples simulation for above verification.
作者
程硕
曹铭
何琳
王钧
CHENG Shuo;CAO Ming;HE Lin;WANG Jun(School of Management,Zhongkai University of Agriculture and Engineering,Guangzhou 510225,China;School of Business and Economics,Guangdong University of Finance,Guangzhou 510521,China;School of Management,Guangdong University of Technology,Guangzhou 510520,China)
出处
《数学的实践与认识》
北大核心
2019年第1期42-49,共8页
Mathematics in Practice and Theory
基金
国家自然科学基金(71271060)
中国博士后科学基金面上项目(2018M633019)
教育部人文社科基金青年项目(18YJC790003)
广州市哲学社会科学规划项目(2017GZQN13
2018GZQN45)
广东省教育厅青年创新人才类项目(2017WQNCX66
2017WQNCX67
2017WQNCX107)
广东省科技计划项目(2015A020209180)
关键词
策略型消费者
双渠道
定价
消费者转移
strategic consumers
Dual-channel
pricing
consumers transferring
