展厅现象下的双渠道供应链定价策略

Pricing Strategy of Dual Channel Supply Chain under Showrooming

针对双渠道供应链中展厅现象将加剧传统渠道与电子渠道的价格竞争问题,利用消费者效用理论,以存在展厅现象的差异化定价策略为基准,分别设计能够消除展厅现象的一致性定价策略和限价策略。研究结果显示相比差异化定价策略,一致性定价策略可以减轻传统渠道与电子渠道的价格竞争,并总是对零售商有利,但当顾客到传统渠道麻烦成本较高和批发价格较低时,也将有利于制造商;此外,双渠道供应链成员是否选择限价策略,依赖于传统渠道与电子渠道的价差,随着价差的降低制造商与零售商的利润都将提高,特别当两个渠道的价差较小时,限价策略可以有效降低价格竞争,从而促进双渠道供应链成员达到双赢状态。

Customers often evaluate products at a traditional retailer to identify their"best-fit"product but buy it for a lower price at an electronic channel.This transfer behavior by customers is referred to as"showrooming"and this is attracting increased attention both in business practice and in academic literature.According to this phenomenon,this research develops and evaluates a model of adaptive pricing strategy of dual channel supply chain,which consists of a manufacturer with electronic channel and a traditional channel retailer.A differentiation pricing strategy is first proposed by consumer utility theory.Taking the differentiation pricing strategy as the reference,the consistent pricing strategy and the limited pricing strategy are designed and these pricing strategies can eliminates the showrooming phenomenon.The game-theoretic framework and numerical simulation are used to analyze the three different pricing strategy in order to determine optimal pricing strategies for each player of dual channel supply chain under showrooming.The results show that compared with the differentiation pricing strategy,the consistent pricing strategy can reduce the price competition between the traditional channel and the electronic channel,and is always beneficial to the retailer.However,the consistent pricing strategy will also benefit manufacturers when traditional channel ha higher trouble costs and lower wholesale prices.In addition,whether the members of dual channel supply chain then choose to limited pricing strategy depends on price differentials between traditional and electronic channels and the manufacturer and retailer's profits increase with the decrease of the price differentials.Especially when the price differentials is relatively small,the limited pricing strategy can effectively reduce the price competition,thereby promoting dual channel supply chain members to achieve a win-win situation.Collectively,three compelling pricing strategies of the commonly witnessed practice among the members of dual channel supply chain are offered and can be used for reference to manufacturer and retailer.