双重混合渠道下零售企业定价策略研究

从实体零售商的角度分析了四种定价策略下三种渠道结构的渠道最优价格,剖析了网络渠道价格小于传统渠道价格应满足的条件。同时对定价策略D做了数值试验,讨论了不同情况下渠道成本、渠道价格差异变动系数以及潜在市场定位对企业利润的影响。

The Price Strategy Research of Dual-channel Retail Enterprise

This article analyses the optimal price from the perspective of the physical retailem four kinds of pricing strategy based on three kinds of channel structure, and analyses when the network channel＇s price less than traditional ehanneFs can be met. Numerical experiment is carried out for the pricing strategy D, and analyses the channel cost, the channel change coefficient of price differences and potential market impact on corporate profits under different conditions.