混合渠道模式下企业差异化服务定价策略

Pricing Strategies of Differential Service of Enterprises in Mixed-Channel

差异化模式是缓解混合渠道冲突的重要手段,针对网络和实体混合渠道结构下常用的差异化服务模式,通过建立同时具有水平差异与纵向差异的混合渠道博弈模型,研究在渠道的效率差异、消费者服务偏好影响下,各渠道成员的最优服务质量和定价关系,并讨论该差异化模式对各渠道收益的影响。结果表明:消费者的水平服务偏好较低时,消费者购买便捷的渠道会选择更高的服务质量;消费者水平服务偏好较高时,服务质量差异则由各渠道的服务效率决定;价格方面并非一直与服务质量一致,由于消费者购买效率差异,渠道间也存在服务质量低但价格高的情况;在渠道购买产品的效率差异可以忽略的情况下,差异化服务的混合渠道模式有利于保障实体零售商的收益。

The differentiation mode is an important means to mitigate conflicts in mixed channels. A hybrid channel game model which has horizontal and vertical differences, aimed at common differential service patterns in the network and entity hybrid channel structure is built to study the optimal service quality and pricing mechanism of each channel member based on the influence of effectiveness differentia and consumer service preference. Besides, the influence of the differentiation mode on the profit of different channels is discussed. The results indicate that a lower preference of consumer service enables them to choose a higher service quality when the purchasing channel is convenient. However, the differences in service quality are dependent on the service efficiency of channels when the service preference is higher. On account of the difference of consumers’ purchasing efficiency, the price is not always in accordance with the service quality. There exists the phenomenon that the price is high price but the service is poor. The mixed-channel model of differentiated services is conducive to the protection of the entity’s revenue when the difference of efficiency of the channel can be ignored.