竞争环境下零售商双渠道选择与定价策略

在竞争环境下,分别建立零售商单渠道和双渠道的Stackelberg模型,运用逆序归纳法求最优解,然后进行对比分析得出相关结论。研究表明,在满足一定条件下,零售商选择双渠道策略有利于利润的增加,并且,实施差异化定价策略能实现利润最大化。此外,双渠道线上和线下价格随着市场需求量的增加而增加,但随着价格弹性系数值的增加而减少。因此,建议零售商实施线下与线上融合的双渠道经营模式,采取差异化定价策略,提供个性化商品和服务,这样既能更好地满足顾客的需要,又能实现企业利润最大化。

In the competitive environment, the Stackelberg models of retailers with single-channel and dual-channel are established,and the optimal solution is obtained by inverse order induction, and then the relevant conclusions are obtained by comparative analysis. The results show that, under certain conditions, retailers’ choice of dual-channel strategy is conducive to profit increase, and the implementation of differential pricing strategy can maximize profits. In addition, the off-line price and the on-line price of dual-channel increase with the increase in the market demand, but decrease with the increase in the price elasticity coefficient. Therefore, we suggest that traditional retailers should implement the a dualchannel mode of online and offline integration, adopt differentiated pricing strategies, and provide personalized products and services, which can better meet the needs of customers and maximize the profits of enterprises.