考虑产品新鲜度的双渠道零售商和线上零售商定价策略

doi:10.3969/j.issn.1007-7375.2022.02.013

摘要/Abstract

摘要： 研究单个供应商和两个具有竞争性行为零售商组成的供应链系统。双渠道与线上渠道生鲜零售商在不同渠道结构主导的情境下，考虑产品新鲜度、保鲜投入水平、交叉产品新鲜度和价格对市场需求的影响，采用Stackelberg博弈分析不同渠道零售商在市场竞争中的定价策略问题，应用Matlab分析模型参数对最优结果的影响。结果表明，产品新鲜度对主导者价格影响更大，对双渠道零售商交叉价格的影响总是高于线上零售商；当零售商投入高保鲜成本时，双渠道零售商线上价格总是高于线上零售商；作为跟随者的零售商利润变化受生鲜产品新鲜度影响更大。

关键词: 定价策略, 产品新鲜度, 保鲜投入水平, 线上零售商

Abstract: A study is conducted on the competitive behavior of a single supplier and two retailers of the supply chain system, the double channel and online channel of fresh products retailers in situations dominated by different channel structures, considering product freshness, fresh investment level, cross channel product freshness and price to the market demand. Using the Stackelberg game, the influence of pricing strategies for retailers in market competition in different channels is analyzed, and the influence of model parameters on the optimal results is analyzed by using Matlab. The results show that product freshness has a greater influence on dominant price, and the influence on cross-price of dual-channel retailers is always higher than that of online retailers. When retailers invest in high fresh-keeping cost, the online price of dual-channel retailers is always higher than that of online retailers. Retailers, as followers, are more influenced by the freshness of fresh products.

Key words: pricing strategy, product freshness, fresh-keeping investment level, online retailers

中图分类号:

F252

曾敏刚, 李敏. 考虑产品新鲜度的双渠道零售商和线上零售商定价策略[J]. 工业工程, 2022, 25(2): 105-112,120.

ZENG Mingang, LI Min. Pricing Strategies for Dual-channel Retailers and Online Retailers Considering Product Freshness[J]. Industrial Engineering Journal, 2022, 25(2): 105-112,120.

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