基于多渠道销售的企业定价策略研究

Optimal Price Decision for Multi-channel Distribution

多渠道销售产品是提升企业竞争力的一个重要途径,在企业经营中,往往具有两种销售渠道:一种销售渠道针对大型客户,假定此时资金回收采用分期付款的方式,即一部分即时支付,另一部分延迟支付;另一种销售渠道针对小型客户,资金回收采用即时支付的方式进行。在上述假定下,构建了一个两阶段企业定价决策模型,并证明了最优价格的存在性和唯一性,同时对最优价格进行了敏感性分析。最后,通过算例分析对本文的模型进行了论证。

Multi-channel distribution systems have become effective ways for companies to improve their competitiveness and gain the maximum profits. In this paper, a supplier who has a two-channel distribution system is discussed. In one distribution channel, the supplier allows a partially permissible delay in payments, while in the other, retailers must pay the bill during the transaction. A two-stage decision model is built to model this situation and the existence and uniqueness of the optimal price are proved. Furthermore, sensitive analysis of the optimal price is performed and a numerical example is given to illustrate the theoretical results.