基于损失偏好的双渠道在线折扣销售策略研究

The selling strategy on dual-channel on-line discounts considering loss preferences

垄断销售商提供网络渠道优惠价格折扣并通过双渠道销售给损失中立和损失厌恶型两类消费者,本文首先考虑了两类消费者的渠道选择策略以及损失厌恶型消费者对销售商的最优收益与定价的影响,其次研究了销售商在三种折扣水平下的定价策略及其期望收益的差异,研究结果表明损失厌恶型消费者的行为对销售商集中与分散决策下最优收益产生负面影响,销售商的渠道选择受价格和消费者对网络渠道接受度的双重影响,最后具体讨论了价格和网络渠道接受度对不同折扣水平下销售商期望收益差异的影响机理并给出了具体的商业案例与分析结果.

Assuming a monopoly seller sells his products to consumers, who are divided into loss neutral and loss averse ones, via physical or online shop and who provides online price discounts. Firstly, the channel selection strategies for different consumers and the effects of loss averse consumers on the seller’s optimal profits are considered. Numerical results illustrate that loss averse consumers have negative impacts on the seller’s optimal revenue. Secondly, the expected profit differences among different discounts situations are analyzed, and the results show that the channel selection of the seller is influenced by the price and the consumers’ acceptance degree for online sales channel. Finally, the mechanism of how the price and consumers’ acceptance degree affect the expected profit differences among different price discount situations are discussed, and a business case and its analysis are given.