Pricing Strategies in Dual-channel for Small and Medium-Sized Manufacturers
For the Small and Medium-Sized Manufacturers who are in the weak position in dual-channel marketing, they are often faced with channel price conflict. Therefore, it is necessary for the Small and MediumSized Manufacturers to formulate effective pricing strategies. This paper modeled pricing strategies for two scenarios, which involved the manufacturer and retailer make decisions individually and a retailer Stackelberg game. Then we investigated the impacts of digital attribute of product and power structure on the optimal pricing strategies. Besides, we considered the change both of manufacturer and retailers profits when the digital attribute of product is heterogeneous and the power structure is difference using computational studies. Our analyses show that, the non-dominant manufacturer decides online direct price according to the dominant retailers pricing strategy is a win-win strategy, both manufacturer and retailer are better off, and the dual-channels total profits also improve.
dual-channel pricing strategies Small and Medium-Sized Manufacturers digital attribute of product
Fangfang Jia Li Li
School of Economics & Management, Nanjing University of Science & Technology, China
国际会议
The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)
武汉
英文
48-56
2012-05-26（万方平台首次上网日期，不代表论文的发表时间）