多品牌商线上线下竞争定价与渠道决策研究

doi:10.3969/j.issn.1007-7375.2021.01.002

摘要/Abstract

摘要： 为解决多个品牌商线上线下渠道决策问题，运用Spokes模型分析了直营和混合销售模式的最优定价及收益情况，基于博弈论方法，研究了市场和渠道竞争程度对品牌商决策均衡的影响。结果表明：两种销售模式下，品牌商的最优定价随市场和渠道竞争程度的增加而增加；当市场或渠道竞争程度较低时，品牌商选择直营模式；市场或渠道竞争程度处于一定阈值区间时，两种模式都具有适用性；而市场或渠道竞争程度较高则选择混合模式。

关键词: 市场竞争, 渠道竞争, 定价策略, 渠道选择, Spokes模型

Abstract: In order to solve the problem of online and offline channel decisions for multiple brands, the Spokes model is used to analyze the optimal pricing and revenue of the direct and mixed sales modes. Based on the game theory method, the influence of market and channel competition on the equilibrium of brands is studied. The results show that the optimal pricing increases with the increase of market and channel competition under the two sales modes. When the degree of market or channel competition is low, the brand chooses the direct mode; when the market or channel competition is within a certain threshold range, both the direct and mixed modes are applicable; and when the degree of market or channel competition is high, a mixed mode is selected.

Key words: market competition, channel competition, pricing strategy, channel selection, Spokes model

中图分类号:

F274

李豪, 熊雪霞, 刘飞. 多品牌商线上线下竞争定价与渠道决策研究[J]. 工业工程, 2021, 24(1): 10-18.

LI Hao, XIONG Xuexia, LIU Fei. A Research on Online and Offline Pricing and Channel Decision of Competitive Multi-brand[J]. Industrial Engineering Journal, 2021, 24(1): 10-18.

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