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Impact of Heterogeneous Consumers on Pricing Decisions under Dual-Channel Competition

机译：异构消费者对双渠道竞争下的定价决策的影响

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摘要

This paper studies impact of heterogeneous consumer behavior on optimal pricing decisions under dual channel supply chain competition, which consists of one manufacturer and one retailer. The manufacturer is market leader with two sales channels: one is direct channel facing consumers directly and the other is indirect channel facing the retailer. Consumers decide whether to buy and from which channel to buy products. Purchasing decisions are based on considerations of prices posted on different channels, preference or loyalty to specific channels, and degree of rationality in decision-making process. Due to the complexity of heterogeneous consumer decision behavior, traditional mathematical analysis to the pricing problem becomes quite challenging. An agent-based modeling and simulation approach is then proposed and implemented. Simulation results reveal that consumer behavior influences both prices and profits. When consumers are increasingly loyal to the retailing channel, the retailer can make a higher selling price and more benefits. On the other hand, when consumers are increasingly loyal to the direct channel, the number of purchases from the direct channel increases and the manufacturer is better off. It is also interesting to note that as rationality level increases, selling prices for both channels slightly decrease.
机译：本文研究了由一制造商和一零售商组成的双渠道供应链竞争下，异构消费者行为对最优定价决策的影响。制造商是市场领导者，有两个销售渠道：一个是直接面对消费者的直接渠道，另一个是面对零售商的间接渠道。消费者决定是否购买以及从哪个渠道购买产品。采购决策基于以下考虑：在不同渠道上发布的价格，对特定渠道的偏好或忠诚度以及决策过程中的合理程度。由于异构消费者决策行为的复杂性，对定价问题进行传统的数学分析变得颇具挑战性。然后提出并实现了基于代理的建模和仿真方法。仿真结果表明，消费者行为会影响价格和利润。当消费者越来越忠于零售渠道时，零售商可以提高售价并获得更多收益。另一方面，当消费者越来越忠于直接渠道时，从直接渠道购买的次数就会增加，制造商的情况就会更好。有趣的是，随着理性水平的提高，两个渠道的售价都略有下降。

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  • 来源
    《Mathematical Problems in Engineering》 |2015年第1期|584084.1-584084.9|共9页
  • 作者

    Wei Ying; Li Feng;

  • 作者单位

    Jinan Univ, Sch Management, Dept Business Adm, Guangzhou 510610, Guangdong, Peoples R China.;

    S China Univ Technol, Sch Business Adm, Guangzhou 510640, Guangdong, Peoples R China.;

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