考虑收取搭便车消费者产品体验费的双渠道供应链定价

Pricing Strategy in the Dual-channel Supply Chain with Charging the Product Experience Fee of the Free-riders

为研究实体零售商收取搭便车消费者产品体验费时消费者搭便车行为对厂商的影响,并探讨实体零售商收取产品体验费的条件,文章考虑一个制造商和一个实体零售商组成的双渠道供应链,基于消费者效用理论,利用KT条件,分别在收取产品体验费和不收取产品体验费两种情形下,分析对比了消费者搭便车行为对厂商决策的影响。研究表明,收取的搭便车消费者产品体验费与实体零售商的产品销售价格正相关,当消费者旅行成本较低时,网络渠道产品销售价格与收取的产品体验费负相关。当消费者旅行成本较低且销售的产品估值较高时,实体零售商收取产品体验费才能使自身受益。研究进一步显示,实体零售商收取搭便车消费者产品体验费会损害制造商的利润,加剧了制造商和零售商之间的竞争。

To investigate the impact of the free-riding behavior under the circumstance of charging the free riders＇ product experience fee by the brick and mortar retailer, and explore the condition that the brick and mortar retailer is willing to charge the free riders＇ product experience fee, a dual-channel supply chain consisting of a manufacturer and a brick and mortar retailer is set up. Based on the consumer utility theory, the pricing strategy, market demand and the profits with the consumers＇ free-riding behavior are analyzed by using K-T（Kuhn-Tucker） condition. The results show that the experience fee set by the brick-and-mortar retailer has a positive impact on retailer channel sales price, while it has a negative impact on online channel sales price when the consumers＇ travel cost is low. The study further shows that the profits of the manufacturer will be damaged and the competition between the manufacturer and the brick and mortar retailer will be intensified when the brick and mortar retailer charges the product experience fee of the free-riding consumer.