零售商B2C模式下双渠道定价策略选择研究

Research on Choice of Dual- Channel Pricing Strategies in Retailer B2C Mode

零售商B2C模式下在拥有传统零售渠道基础上开辟网络渠道时,必须考虑双渠道的定价策略问题。本文探讨了零售商双渠道未采用协调机制下的四种定价策略,分析了双渠道零售商采取销售努力补偿协调机制下的最优价格策略选择问题,发现集中式决策价格策略优于分散式决策下的三种价格策略。

In the trend of B2C e -commerce, traditional retailers are trying to operate e -channel combining traditional ones who need to consider dual - channel retailers in the pricing strategies. Four different pricing pdicies regardless of the double channels＇ coordination are studied in this paper. Sales effort compensation incentive coordination mechanism is considered to coordinate the channels＇ conflict by dual - channel retailers. It shows that the centralized pricing - deci- sion strategy outperforms the other three pricing strategies.