零售商价格领导权结构下的双渠道定价策略研究

doi:10.16381/j.cnki.issn1003-207x.201.06.012

中国管理科学 ›› 2015, Vol. 23 ›› Issue (6): 91-98.doi: 10.16381/j.cnki.issn1003-207x.201.06.012

零售商价格领导权结构下的双渠道定价策略研究

刘汉进¹, 范小军², 陈宏民³

1. 南京财经大学营销与物流学院, 江苏南京 210046;
2. 上海大学管理学院, 上海 200444;
3. 上海交通大学安泰经济与管理学院, 上海 200052

收稿日期:2013-07-05 修回日期:2014-04-15 出版日期:2015-06-20 发布日期:2015-07-22
作者简介:刘汉进(1970-),男(汉族),江苏东台人,南京财经大学营销与物流学院副教授,研究方向:渠道战略.
基金资助:
国家自然科学基金资助项目(70972142,71172217)

Dual Channel Pricing Strategy under Retailer Stackelberg Leadership

LIU Han-jin¹, FAN Xiao-jun², CHEN Hong-min³

1. School of Marketing & Logistics, Nanjing University of Finance & Economics, Jiangsu 210046, China;
2. School of Management, Shanghai University, Shanghai 2004444, China;
3. School of Antea Economics & Management, Shanghai Jiaotong University, Shanghai 200052, China

Received:2013-07-05 Revised:2014-04-15 Online:2015-06-20 Published:2015-07-22

摘要/Abstract

摘要： 针对零售商处于价格领导权的渠道结构,本文在考虑不同渠道分销效率和产品的在线渠道接受度的基础上,探讨了制造商引入在线渠道时采用不同的定价策略对渠道所产生的效应。研究表明,在线渠道相对传统渠道的分销效率足够低的情况下,传统渠道的销售量肯定会由于在线渠道的引入而增加;如果采用批发价格保持不变的定价策略,当产品在线渠道的客户接受度较低、直接在线渠道相对传统零售渠道效率足够低的条件下,在线渠道的导入对制造商、零售商和渠道整体均是有利的,引入在线渠道会取得成功;而其他情况,在线渠道引入会有利于制造商和整体渠道,而不利于零售商,易于产生渠道冲突。

关键词: 零售商价格领导权, 直接在线渠道, 定价策略, 渠道效应

Abstract: Aiming at the channel structure of retailer Stackelberg leadership, the channel effect when one manufacturer introduce direct online channel is discussed in this paper based on the consideration of both the different channel efficiencies and the product online acceptation degree of customer. Some results are showed that when the distribution efficiency of online channel is lower than the distribution efficiency of traditional channel enough, the sales in traditional channel will increase after the introduction of online channel. If the pricing strategy of fixed wholesale price is adopted, when the product online acceptation degree of customer is low and the distribution efficiency of online channel is lower than the distribution efficiency of traditional channel, the introduction of online channel is beneficial to the manufacturer, the retailer and the channel. Then, the introduction will be successful to the manufacturer. Under other conditions, the introduction of online channel is beneficial to the manufacturer and the channel, but disadvantageous to the retailer. As a result, the channel collision will appear.

Key words: retailer stackelberg leadership, direct online channel, pricing strategy, channel effect

中图分类号:

F274

刘汉进, 范小军, 陈宏民. 零售商价格领导权结构下的双渠道定价策略研究[J]. 中国管理科学, 2015, 23(6): 91-98.

LIU Han-jin, FAN Xiao-jun, CHEN Hong-min. Dual Channel Pricing Strategy under Retailer Stackelberg Leadership[J]. Chinese Journal of Management Science, 2015, 23(6): 91-98.

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零售商价格领导权结构下的双渠道定价策略研究

Dual Channel Pricing Strategy under Retailer Stackelberg Leadership

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