Structure Choice and Equilibrium Analysis on High Timeliness Merchandise Distribution Channel
This paper addresses the pricing decision of the high timeliness merchandise under dynamic uncertainty,and investigates three different dual channel structures including retail channel,online channel and name-your-own-price(NYOP)channel.Firstly,this paper develops the aggregate demand function based on consumer utility theory,then analyzes the equilibrium pricing strategy and profit under different channel structures by using game theory,exploring whether the supplier should introduce online channel or NYOP channel.The results demonstrate that online channel structure enables supplier to obtain more profits than retail channel structure.For traditional retailer,the dual channel structure including NYOP is optimal when the consumer friction coefficient is not greater than four out of five consumer transportation coefficient.
High timeliness merchandise Dual channel Equilibrium NYOP
Qian Wu Fenyi Dong Rong Zhang Bin Liu
College of Information and Management Science,Henan Agricultural University,450002,China School of Economics and Management,Shanghai Maritime University,201306,China
国际会议
长沙
英文
3243-3248
2014-05-31（万方平台首次上网日期，不代表论文的发表时间）