公平偏好下多渠道零售商线上线下同价策略选择分析

发布时间：2018-03-11 16:22

本文选题：多渠道零售商　切入点：线上线下　出处：《中国管理科学》2017年03期 　论文类型：期刊论文

【摘要】：研究了多渠道零售商是否选择线上线下同价策略的问题,将消费者价格公平偏好引入到传统多渠道的研究中,根据消费者行为的表现,对公平偏好进行了分类:不对称公平和对称公平。通过理论模型分析发现:1)当消费者对线上渠道接受程度较高,并且有足够强的公平偏好时,多渠道零售商选择线上线下同价策略是最优均衡;2)当消费者对该零售商线上渠道接受较低时,公平偏好对定价策略没有影响,也即零售商选择差别定价是最优均衡;3)对称性的公平会提高差别定价策略下的零售商的利润,会降低同价策略下的零售商的利润,公平偏好一定程度上能够缓和线上线下渠道间的价格竞争。所以公平偏好是多渠道零售商采取线上线下同价策略的驱动机制之一,零售商有动机采取线上线下同价策略。
[Abstract]:This paper studies whether multi-channel retailers choose the same pricing strategy between online and offline, and introduces consumer price fairness preference into the traditional multi-channel research, according to the behavior of consumers. Through theoretical model analysis, we find that: when consumers have a high acceptance of online channels, and have strong enough fair preference, When consumers accept low acceptance of online channel, fair preference has no effect on pricing strategy. That is, when retailers choose differential pricing as the optimal equilibrium, the fairness of symmetry will increase the profits of retailers under the differential pricing strategy, and reduce the profits of retailers under the same pricing strategy. To some extent, fair preference can alleviate the price competition between online and offline channels, so fair preference is one of the driving mechanisms for multi-channel retailers to adopt the same pricing strategy under line and offline, and retailers have the motivation to adopt the same price strategy under line and below line.
【作者单位】：上海财经大学上海发展研究院;复旦大学管理学院;上海财经大学国际工商管理学院;
【基金】：国家自然科学基金资助项目(71202005,71202175) 上海教委"晨光计划"资助项目(2014111068)
【分类号】：F274;F724.2

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