基于策略性消费者受社交影响的双渠道定价策略

Dual-Channel Pricing Strategy with Strategic Consumers under Social Influence

考虑单个垄断零售商的线上与实体渠道向消费者提供同质产品,且策略性消费者受双渠道社交影响,研究了零售商的承诺定价、动态定价、差价补偿3种定价策略。运用消费者偏好理论、博弈论以及最优化理论求解以上定价策略的双渠道市场均衡条件与均衡解,并分析了双渠道的社交影响对其最优定价产生的影响。理论研究结果表明,社交对双渠道的最优定价及利润产生了一定的影响。最后,通过数值模拟的方法对比3种定价策略的优劣性,以及分析双渠道忠实消费者、社交影响对零售商整体利润的影响,得出了动态定价策略略占优的结论。

Social sharing has become a part of people’s lives with the rapid development of social software and social platforms.Consumer choice is influenced by their own willingness when purchase goods or the value of the product and the action taken by others.The behavior that is called social influence.This paper studies how retailers can set optimal selling prices for dual channels when selling product to the strategic consumers that they have channel preferences and social network behavior.First of all,this paper establishes three dual-channel retailer pricing model,including price commitment,dynamic pricing and price matching.solving market equilibrium solutions and equilibrium conditions under various pricing strategies by using consumer preference theory,game theory,and optimization theory.answering the question of how dual-channel retailers can price.Secondly,we analyze the influence of channel socialization on the optimal channel pricing and optimal profit under various pricing strategies.And come to the conclusion:The loyal consumers of the channel helps to increase the operating profit of each channel.Next,the advantages and disadvantages of the three pricing strategies are compared by numerical methods.Through analysis and comparison,it can be seen that the price commitment strategy are more dominant than the other two pricing strategies.Then it analyzes the sensitivity analysis of other parameters under different pricing strategies.This conclusion provides certain reference value for the operation and pricing of the dual channels.Finally,it gives a high degree of summary of the findings of this studies.