消费者公平关切下入侵制造商渠道策略研究

Research on Channel Strategy of Invading Manufacturer under Consumer Fair Concern and Channel Preference

针对消费者具有公平关切和渠道偏好的情形,研究入侵制造商的渠道选择策略。分别刻画了入侵制造商网络直销和传统零售渠道下的最优定价策略。分析入侵制造商产品估值的购买阈值高于(情形1)或低于(情形2)在位制造商产品的情形。研究表明:网络直销渠道下,当情形1成立且产品质量对比系数较大时,或仅当情形2成立时,定价与公平关切敏感系数呈负相关,情形1和情形2下,定价与渠道相对偏好系数均呈正相关;传统零售渠道下,两种情形的批发价均与公平关切敏感系数呈负相关;无论情形1还是情形2下,网络直销渠道的售价始终低于零售渠道;情形1下,当网络渠道相对偏好系数较大时,入侵制造商应选择网络直销渠道;情形2下,当网络渠道相对偏好系数和公平敏感系数较小时,零售渠道是首选。最后,通过算例分析验证了上述相关结论。

Channel selection strategies for invasive manufacturers were investigated under consumer fair concern and channel preference.The optimal pricing strategies under the online directand traditional retail channels of invading manufacturer were described respectively. A situation was analyzed where the purchase threshold for the invasive manufacturer’s product estimate is higher than(case 1)or lower than(case 2)the invasive manufacturer’s product.The results show that:under the online direct marketing channel,when case 1 is established and the product quality contrast coefficient is large or case 2 is established,the pricing is negatively correlated with the sensitivity coefficient of fair concern;In both cases,pricing and network channel relative preference coefficients are positively correlated;under the traditional retail channels,the wholesale price of both cases is negatively correlated with the sensitivity coefficient of fair concern;regardless of case 1 or case 2,the price of online direct channel products is always lower than that of traditional retail channels;in case 1,when the relative preference coefficient is large,the invasive manufacturer should choose the online direct channel;in case 2,when the relative preference coefficient and the fairness sensitivity coefficient of the network channel are small,traditional retail channel will be chosen.These conclusions are verified by a case study.