线上与线下销售渠道如何影响新产品定价?  

How the Dual-channel Affect the Pricing Decision of New Products?

作　　者：浦徐进 林锡杰 田广 PU Xu - jin;LIN Xi - jie;TIAN Guang

机构地区：[1]江南大学商学院 [2]江南大学

出　　处：《产经评论》2018年第2期49-61,共13页Industrial Economic Review

基　　金：国家自然科学基金面上项目"考虑农户行为偏好的农产品供应链协调机制设计研究"(项目编号:71371086;项目负责人:浦徐进);江苏省第五期"333工程"培养资金资助项目"食品供应链的协同规制模式研究"(项目编号:BRA2016412;项目负责人:浦徐进);第十四批"六大人才高峰"高层次人才项目"基于社会网络的供应链管理模式创新"(项目编号:JY-012;项目负责人:浦徐进)

摘　　要：新产品作为技术创新的结果,是创新型经济发展的关键。新产品定价策略事关新产品的市场推广,而新产品定价的销售渠道作用及其机理有待深入研究。在"互联网+"条件下,厂商在推出新产品时面临着线上直销和线下分销两种营销渠道及其多样化组合选择。基于一个存在现有产品和新产品的竞争市场,构建Stackelberg博弈模型,用以分析厂商新产品定价及其新产品渠道策略选择的条件依据。结果显示:(1)当线上市场的规模较小时,厂商应仅通过线下渠道销售新产品;当线上市场的规模适中时,厂商应同时开通线上线下渠道;当线上市场的规模较大时,厂商应仅开通线上渠道。(2)当实体店较为强势时,厂商倾向于通过线上渠道推出新产品;当产品间的差异性较大时,厂商倾向于仅开通线上或线下单一渠道。(3)当厂商选择不同的新产品销售渠道策略时,新产品和现有产品的定价水平都会相应变动。互联网环境下,新产品渠道策略选择应综合考虑不同的市场条件。As a result of technological innovation, new products are the key to the innovative economy. The marketing of new products is deeply related to the new products pricing strategy, and now the role and mechanism of sale - channel for new products pricing need to be studied further. Under network environment, manufacturers will face a diverse mix of online and offline distribution channels when launching new products. Basic on a competitive market includes an existing product and a new product, we design a Stackelberg game model between manufacturers to analyze the condition about the new products pricing strategy and the selection of the new products channel strategy. The results show that： （1） when the size of online market is small, the new product should be distributed through the offline channel only. When the size of online market is moder-ate, the new product should be distributed with dual - channel strategy. And when the size of online market is large, the new product should be distributed through the online channel only. （2） Faced with a comparatively strong physical retailer, the manufacturer tends to open online channel only when introducing a new product; And when the difference between existing product and new product is large, the manufacturer tends to choose single channel strategy （ online or offline ） . （ 3 ） Under different channel strategies of the new product selected by the manufacturer, the pricing strategy of the new product and the existing product will be adjusted accord-ingly. Our findings provide insights for managers on how the manufacturers design effective channel strategy for the new products.

关 键 词：双寡头竞争市场 新产品定价 销售渠道 线上直销 线下分销 

分 类 号：F274[经济管理—企业管理]