广义虚拟经济视角下的不透明商品双渠道定价研究

Pricing Decisions on Opaque Prdocut in Dual-Channel Supply Chain Based on Generalized Virtual Economy

不透明销售是一种被广泛接受的创新型销售模式。当卖方将产品的部分信息隐藏后,消费者仍选择不透明商品,表明这部分消费在看重商品价格折扣的同时,也重视不透明销售模式带给自己的购买体验,即广义虚拟经济中所指出的享乐价值。本文在广义虚拟经济视角下,研究包含不透明渠道的双渠道供应链定价决策问题。研究表明当消费者对于不透明产品的估值在一定条件下,供应商提供不透明销售方式对其是有益的,而对零售商是不利的。

Opaque sales is a widely accepted innovative sales model.When the seller hides part of the product information,some consumers still choose the opaque products.It indicates that the consumers values not only the discount of commodity price,but also the purchase experience brought by the opaque sales model.The purchase experience is called as the hedonic value in the generalized virtual economy.From the perspective of generalized virtual economy,this paper studies the pricing decisions in dualchannel supply chain including opaque channel.The research shows that when consumers value opaque products under certain conditions,it is beneficial for suppliers to provide opaque sales medol,but disadvantageous for retailers.