基于质量信息披露下双渠道定价决策研究

The Dual-channel Pricing Decision-making Based on Quality Information Disclosure

消费者是否知道产品的真实质量取决于制造商或零售商的质量信息披露策略。文章在质量信息对称下,从消费者效用角度分析了传统渠道与网络渠道需求,进而分析集中决策与分散决策下双渠道定价策略。研究结果表明:集中决策与分散决策下两种渠道产品价格与产品质量正相关,而且集中决策下的供应链系统利润要高于分散决策,说明制造商与零售商可以通过联合决策机制实现双渠道供应链利润的最大化。

The consumers usually know the product of real quality depends on quality disclosure strategy of manufacturers or retailers. Under the information symmetry of＂ product quality, this paper analyzes the demand of traditional channel and network channel from the point of view of consumer utility and then analyzes on the pricing strategy of the dual channel. The results show that the product price of dual channel under the centralized decision-making and decentralized decision-making related to the product quality, and profit under centralized decision making system is higher than decentralized decision making, therefore manufacturers and retailers can achieve the maximum profit of the supply chain through joint decision-making mechanism of dual channel.