考虑策略型消费者行为的两类双渠道结构定价策略  

Two Kinds of Dual-Channel Structure Pricing Strategies Considering Strategic Consumer Behavior

作　　者：赵秋静 黄靖越 ZHAO Qiujing;HUANG Jingyue(School of Economics and Management,Chongqing Normal University,Chongqing 400000,China)

机构地区：[1]重庆师范大学经济与管理学院,重庆400000

出　　处：《物流科技》2024年第18期154-160,共7页Logistics Sci Tech

基　　金：重庆市社科规划项目(2022NDYB75)。

摘　　要：考虑到现实中存在两类消费者,短视型和策略型消费者,从不同类型的消费者效用出发,建立两类双渠道结构的Stackelberg模型,通过逆向归纳法求解出两类模型的均衡解,分析在策略型消费者行为影响下,一个制造商与一个零售商组成的双渠道结构以及只有制造商的双渠道结构的最优定价策略以及渠道决策。研究结果表明,在两类双渠道结构中,供应链的总利润是随着策略型消费者比例的增加而增加的,可以得知,策略型消费者对于供应链是起着一个正向的影响作用。同时,将两类双渠道结构的供应链总利润进行比较可以发现,只有一个制造商的双渠道结构供应链能获取的总利润更多。Considering that there are two types of consumers in reality,short-sighted consumers and strategic consumers,Stackelberg model with two types of dual-channel structure is established based on the utility of different types of consumers,and the equilibrium solution of the two types of models is solved by backward induction.The optimal pricing strategy and channel decision of the two-channel structure composed of a manufacturer and a retailer and the two-channel structure of only the manufacturer are analyzed under the inf luence of strategic consumer behavior.The research results show that in the two-channel structure,the total profit of the supply chain increases with the increase of the proportion of strategic consumers.It can be seen that strategic consumers have a positive impact on the supply chain.At the same time,by comparing the total profit of the two kinds of dual-channel structure supply chain,it can be found that only one manufacturer’s dual-channel structure supply chain can obtain more total profit.

关 键 词：策略型消费者 双渠道 STACKELBERG模型 定价决策 渠道选择 

分 类 号：F274[经济管理—企业管理]