摘要
"互联网+"环境下,传统零售商为了应对线上渠道对自身盈利空间的冲击,大量传统零售商开辟电子渠道,结合线上线下渠道进行融合发展。本文根据渠道之间价格情形是否一致,分析双渠道零售商的定价现状,建立价格需求模型并对算例结果进行检验,研究结果表明:在渠道价格一致模式下,渠道价格不受市场结构变化的影响,双渠道零售商可采用成本加成定价策略;在渠道价格非一致模式下,渠道之间的价格竞争程度与渠道市场结构和渠道替代性有关。对比两种价格模式,发现制造商的批发价和利润水平保持不变,零售商在价格非一致模式下的利润水平高于价格一致模式情形。最后,根据研究结论提出了相应的价格决策建议。
Many traditional channel retailer have established online channel under the ＂Internet＋＇environment to combine online and offline channels, therefore, effective chan- nel pricing strategy is the key to the successful implementation of the dual channel strategy. According to the price difference, this paper analyzes current pricing situa- tion firstly, Then the price demand model is built and the results are checked by exam- ple. The results show that, under identical pricing pattern , retail price is not affect- ed by the change of market structure, and dual-channel retailer should adopt cost-orient- ed Pricing strategy, under the discriminatory pricing scheme, the degree of price compe- tition between different channel is relevant to the market Channel structure and channel substitutability. Through further comparing the two pricing patterns, we find the whole- sale price and the profit of manufacturer remain unchanged, and the profit of dual-chan- nel retailer under the discriminatory pricing scheme is higher than that under the iden- tical pricing scheme. Finally, the corresponding price policies are put forward.
出处
《价格理论与实践》
CSSCI
北大核心
2016年第5期152-155,共4页
Price:Theory & Practice
基金
重庆市教委人文社科项目(16SKGH186)
国家自然科学基金资助项目(71572020)
关键词
电子商务
双渠道零售商
价格模式
定价策略
electronic commerce
dual-channel retailer
pricing pattern
pricing strategy
