摘要
考虑消费者具有公平偏好行为,使用Hotelling模型进行建模,研究了概率销售策略中不同渠道结构下的供应商和零售商的定价决策,分析了多个渠道结构下,消费者的公平偏好行为对概率销售策略中定价和利润的影响,并且比较了不同渠道结构下供应商的利润。研究结果表明,各个产品的价格或批发价会随着消费者公平偏好系数的增大而减小。供应商和零售商的利润由消费者的公平偏好系数、市场上的竞争激烈程度、供应商的利润分成共同决定。因此,供应商在进行渠道结构的选择、产品定价时需综合考虑这些因素。
Considering consumers'fair preference,price strategies for different channel structures of probabilistic selling by using Hotelling were investigated.Then,the influence of consumers'fair preference on the pricing and profit of each channel structure was analyzed.Meanwhile,the profit of supplier under different channel structure was compared.The results show that the price or wholesale price of each product will decrease as the consumer's fair preference coefficient increases.Profits of suppliers and the retailer are determined by consumers'fair preference,intensity of competition,revenue sharing coefficient together.Thus,suppliers must consider these factors when they select channel and price products.
作者
沈瑞蓉
徐燕翼
SHEN Ruirong;XU Yanyi(School of Business,East China University of Science and Technology,Shanghai 200237,China)
出处
《工业工程与管理》
北大核心
2022年第2期118-127,共10页
Industrial Engineering and Management
基金
国家自然科学基金资助项目(71772063)。
关键词
消费者公平偏好行为
概率销售
渠道结构
最优利润
定价策略
consumers'fair preference
probabilistic selling
channel structure
optimal profit
pricing strategy
