A Research on Online and Offline Pricing and Channel Decision of Competitive Multi-brand

doi:10.3969/j.issn.1007-7375.2021.01.002

Abstract

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

CLC Number:

F274

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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