考虑进入市场影响的线上线下双渠道供应链定价策略研究

The pricing strategy of online-offline dual channel supply chain considering the impact of entering the market

针对近年来新兴制造企业进入市场所面临的线上线下渠道冲突和市场竞争的问题,利用Hotelling模型建立进入制造商与在位制造商的双寡头竞争模型,求解进入制造商在3种不同销售渠道模式选择下市场的均衡价格及收益,旨在发掘出一种更有利于进入制造商的渠道模式。研究表明:存在可行的佣金比例系数使得竞争双方能获得最大化收益,并能缓解渠道冲突带来的收益降低问题;市场竞争水平对市场总体收益有促进作用,然而对供应链各博弈主体只是在一定范围内具有正向影响作用。该研究可为新进入或即将进入市场的制造商的定价策略和渠道选择提供一定理论依据以及现实参考。

In view of the problems of online and offline channel conflicts and market competition faced by emerging manufacturing companies entering the market in recent years,the Hotelling model is used to establish a duopoly competition model between manufacturers and incumbent manufacturers,which solved the three different sales channel of manufacturers selecting the equilibrium price and return of the market,and it aims to find out which channel model is more conducive to the entering manufacturer.The research shows that there is a feasible commission ratio coefficient that maximizes the benefits of both parties to the competition and can alleviate the problem of revenue reduction caused by channel conflicts.The level of market competition always promotes the overall market returns.However,there is a positive influence for the main players in the supply chain in a certain range.This research can provide a theoretical basis and a realistic reference for manufacturers’pricing strategies and channel selection for new or upcoming markets.