Research on Two-echelon Supply Chain Pricing Strategy under Retailer Difference Dominant Position

摘要：

With the development of retailer power, the effect of retailer on channel pricing strategy becomes stronger and stronger. the paper studies the problem of channel pricing strategy in the channel with single manufacturer and double retailers under retailer dominant position of difference and retailer differentiation, considers the effect of channel power structure and differentiation on channel pricing strategy. The research results are as follows. With the increase of dominant position in the supply chain, retailer will lower the manufacturers wholesale price, increase retail price in pursuit of profits, get more profits from the channel;The retailer service or brands are more differentiated, the wholesale price and the retail prices are lower, the profits of retailer and manufacturer are also lower.

关键词： Retailer Dominant Differentiation Pricing

作者: Fangxu Ren

作者单位: School of Economics and Management, ZhongYuan University of Technology, Zhengzhou 450007, China

会议类型: 国际会议

会议名称: The 24th Chinese Control and Decision Conference (第24届中国控制与决策学术年会 2012 CCDC)

会议地点: 太原

会议语种:英文

页码: 2658-2662

在线出版日期: 2012-05-23（万方平台首次上网日期，不代表论文的发表时间）