地区差异化背景下制造商双渠道定价策略研究  

Study on manufacturer's pricing strategy with dual-channel based on regional gap background

作　　者：盛昭瀚[1] 徐峰[1] 

机构地区：[1]南京大学工程管理学院,南京210093

出　　处：《管理科学学报》2010年第6期1-10,共10页Journal of Management Sciences in China

基　　金：国家自然科学基金重点资助项目(70731002);国家自然科学基金资助项目(70901036);国家留学基金管理委员会资助项目(27U03031)

摘　　要：由于制造商对不同的地区出售的相同产品进行差别定价,当其引入网络渠道时,不仅会引起网络销售渠道和传统销售渠道之间的冲突,还会造成传统销售渠道之间的间接竞争,同时也会对制造商的地区差异化定价策略提出挑战.首先指出在传统零售渠道中,制造商实施地区差异化定价可以获得更大的利润,并给与证明.在此基础上,主要研究了网络渠道的引入对制造商定价策略的影响,并分别讨论了双渠道背景下的制造商的四种定价策略.最后,通过数值模拟和仿真对各个参数对不同的定价策略进行了比较分析,给出了相关结论.With the rapid development of e-business, many companies sell products directly through interact channel. If manufacturers have adopted differential pricing strategies for different regional customers, they will confront three questions ： （ 1 ） the direct conflict between traditional and internet channel, （2） the indirect conflict between the traditional channels from different regions and （3） a challenge to change the differential pricing strategies. In this paper we first prove that the manufacturer can get more profit through differential pricing for different regional customers than a uniform price. On this basis, we study the effect of the dual-channel on the manufacturer＇ s differential pricing strategies for different regional customers. We discuss the manufacturer＇ s price and profit under four different pricing strategies. Meanwhile, through theoretical analysis and numerical simulation, we explore the effect of various parameters on the manufacturer＇ s profit under different manufacturer＇s pricing strategies.

关 键 词：差异化定价 网络渠道 双渠道 渠道竞争 

分 类 号：F224[经济管理—国民经济] O225[理学—运筹学与控制论]