基于双渠道两个销售期的战略顾客购买行为分析

An Analysis of Strategic Customer Behavior in Two Sale Periods based on Dual- Channel

战略顾客通过选择购买渠道和购买时段来达到剩余效用最大化。本文以制造商主导的双渠道供应链为基础,建立双渠道两个销售期的战略顾客选择模型,对顾客购买行为进行分析,结果表明战略顾客的选择情形受其对电子渠道产品的接受程度和对电子渠道的偏爱程度影响。

Strategic customers choose the channels and sale periods to reach the remaining utility maximization. On the basis of dual- channel supply chain dominated by manufacturers,the paper builds the strategic customer choice model,and the sale period is divided into the normal and the discount sale periods. The results show that the choices of the strategic customers are affected by the product acceptance of electronic channel and preference for the electronic channel.