品牌厂商定价策略研究——基于线上线下双渠道结构分析

Research on the pricing strategy of brand-owner in dual-channel structure

本文基于固定零售定价策略和动态零售定价策略展开研究,讨论品牌商实行不同定价策略所需要的市场条件、市场份额、市场利润等,分析研究品牌商定价决策。本文研究结论:(1)当实行固定零售定价策略时,品牌商应注意自身产品特点及市场环境衡量线上渠道和线上电商渠道的侧重度;(2)当品牌商选择动态零售定价策略基本模型时,品牌商的线下渠道市场份额始终高于线上电商平台;(3)当品牌商选择动态零售定价策略拓展模型时,品牌商的线下市场份额始终低于线上电商渠道。

In this paper, we discuss the decisions of e-business on such factors as marketing environment, market share, market share and so on under fixed pricing decisions and dynamic pricing decisions. We get some findings as follows,（1）When implementing fixed retail pricing strategy, brand owners should pay attention to their own product characteristics and market environment to balance online channel and online e-commerce channel;（2）When the brand-owner chooses the basic model of dynamic retail pricing strategy, the market share of the offline channels of the brands is always higher than that of online e-commerce platforms;（3）When the brand-owners choose the expand model of dynamic retail pricing strategy, the offline market share is always lower than that of online e-commerce channels.