渠道定价模式对以旧换新双渠道供应链定价决策影响  

Influence of Channel Pricing Models on Pricing Decisions in Dual-channel Supply Chains with Trade-in

作　　者：赵星乾 李真[1] ZHAO Xingqian;LI Zhen(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《物流科技》2024年第23期118-122,共5页Logistics Sci Tech

基　　金：国家自然科学基金项目“工程现场安全风险的强关联机理、传导路径与治理策略研究”(72071096)。

摘　　要：许多企业正在通过直销和零售双渠道同时进行产品销售和以旧换新,较少有研究聚焦于双渠道新产品定价模式不同情形时对以旧换新情景下各供应链成员定价决策和利润的影响,因此文章构建了两种理论模型进行分析。结论表明零售商始终在双渠道统一定价时获利更大,而制造商利润随市场中以旧换新消费者比例及渠道竞争的变化会有不同的表现。大部分细分市场的需求都会随着渠道竞争的增大而降低,进而利润下降,只有在统一定价情形下新消费者的需求会有所上升。两种模型中制造商和零售商提供的旧产品折价的相对大小主要取决于细分市场中旧消费者比例的大小。Many businesses are currently employing a dual-channel approach which encompasses the direct selling and retail,and the trade-in programs.Limited research has delved into the impacts of new products'different dual-channel pricing strategies on the pricing decisions and profits of supply chain participants within the context of trade-in scenarios.To address this research gap,this study constructed two theoretical models for analysis.The research findings indicated that retailers consistently yield greater profits through a unified pricing strategy across both channels.However,manufacturer profits display diverse patterns contingent upon the proportion of trade-in consumers in the market and the extent of channel competition.In most segmented markets,heightened channel competition leads to reduced demand and profits.Notably,an augmentation in demand from new consumers is observable solely under the uniform pricing scenario.In both models,the relative magnitude of discounts provided by manufacturers and retailers for old products primarily depends on the proportion of existing consumers in the segmented market.

关 键 词：供应链管理 双渠道 以旧换新 定价 

分 类 号：F274[经济管理—企业管理]