多顾客类型下战略顾客的选择和最优策略  

Analysis of Purchase Behaviorand Optimal Strategy Based on Many Types of Customers

作　　者：计国君[1,2] 赵洋[2] 

机构地区：[1]两岸关系和平发展协同创新中心,厦门361005 [2]厦门大学管理学院,福建厦门361005

出　　处：《软科学》2016年第10期118-124,130,共8页Soft Science

基　　金：国家自然科学基金项目(71571151;71371159);国家社会科学重点基金项目(14AGL015)

摘　　要：研究在分散决策和集中决策下,制造商和零售商的最优产品定价策略,以及顾客比例对最优定价的影响;通过数值分析的方法研究顾客比例对利润函数的影响,研究表明:分散决策下,如果战略顾客无差别对待渠道产品,制造商会建立自营的专卖店和自营的网络平台销售产品;无论是采用分散决策还是集中决策,战略顾客的比例较少时,产品定价会较高,而且对零售商越有利。This paper discusses the optimal pricing strategy in decentralizedand centralized dual-channel supply chains, and analyzes the influence of customer ratios on the optimal pricing and profit functions. Results show that the manufacturer will establish self-support stores and network platform to sell products in decentralized supply chain, if the strategic customers hold the products between retail channel and electronic channel are no difference. Whether decentralized decision or central- ized decision, the less the ratio of strategic customers, the higher the product pricing, and more favorable for retailer.

关 键 词：双渠道 战略顾客 传统顾客 电子顾客 最优定价 

分 类 号：F713.55[经济管理—市场营销]