多渠道产品线定策略与消费者渠道转换行为研究.docVIP

多渠道产品线定价策略与消费者渠道转换行为研究 刘晓峰 刘龙燕 （1中南财经政法大学工商管理学院，湖北武汉 430073） 摘要：消费者渠道转换行为在多渠道环境下给传统的线下零售商带来较大的挑战，苏宁等传统线下渠道最近采取“线上线下同价”的定价策略以解决消费者渠道转换导致的“展示厅”效应。本文在Hotelling模型的基础上，通过博弈理论的定量分析，研究多渠道产品线不同定价策略如“线上线下同价”、全网比价以及产异化定价策略对消费者渠道转换、零售商利润以及市场份额的影响。研究结论表明消费者渠道转换的确给线下渠道的价格、服务和利润带来负面影响，而“线上线下同价”虽然在一定程度上减少消费者的渠道转换，但却以牺牲混合渠道的利润为代价，相对而言，全网比价策略则在一定程度上减少消费者进一步搜寻低价产品的意愿而降低渠道转换行为，而且全网比价在一定程度上达到价格串谋的作用，厂商可以获取较高利润；产品差异化策略则以增加消费者比价的难度而减少消费者渠道转换，混合渠道零售商的利润并不受到损害。 关键词：渠道转换行为 ; 混合渠道 ; 产品定价 ; 均衡 The study on pricing strategy of product line in multi –channel and the consumer channel switching behavior Liu Xiaofeng Huang pei (1.Zhongnan University of Economics and Law, Wuhan, 430073) (2.Fudan University, school of management shanghai, 20043) Abstract: In a multi-channel environment, consumer channel switching behavior is bringing the traditional offline retailers great challenges. Suning and other traditional offline channels recently taken the same price between online and offline pricing strategies to cope with the showing room effect caused by consumer channel switching behavior. In this paper, based on Hotelling model and quantitative analysis, we study the impact of the same price between online and offline pricing strategy on consumer channel switching behavior, retailer’s profit and market share, at the same time ,we compared it with the price matching guarantee、product differentiation strategy. Conclusion shows that consumers channel switching behavior really has negative impact on offline retailer’s price ,services, and profits, and the same price between online and offline pricing strategy, to some extent ,can reduce consumer channel switching , but at the expense of hybrid channels profits, relatively speaking, product differentiation strategy can make the consumer compare the price between online and offline difficult, which can reduce consumer channel switching behavior and improve the hybrid channel retailers profit . Key words: channel switching behavior;