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1、大连理工大学硕士学位论文基于转换成本的双渠道动态定价研究姓名：王震福申请学位级别：硕士专业：企业管理导教师：金玉芳20091201BasedonswitchingcoststwochannelsdynamicpricingforresearchAbstractWiththerapiddevelopmentofinternet,thecyberspacehasbecomeincreasinglycomplex,andInternetdistributionchannelisjoining,makesthetraditionalchannelsfaceunprecede
2、ntedpressures.PriceasthecompetitionconcernsbetweenthetraditionalchannelandInternetchannel,manyscholarshaveconductedmanystudies,butresearchconsideringdifferentchannelpreferencesfromconsumersisfewintheoreticalmodeling.Inaddition,switchingcostisthecoreconceptinpricingstudies,butswitchingc
3、ostbetweenchannelsisrarelystudied.Thisstudyexpandsonthebasisofsuchtheoreticalfoundation.Inthispaper,weusethetheorymodelingapproachwithgametheory-based.WeusetheHotellingmodeltoresearchthecompanies'pricingproblemundertheInternetenvironmentanddiscussthepricecompetition'relationshipbetween
4、thetraditionalchannelandInternetchannel,throughthetwo-stagedynamicgame,weobtainthetwostores'optimalpricingandoptimalprofit.Moreover,thispaperjoinstheresearchaboutswitchingcostandpricediscrimination,andbothtwoarefar-reachingimplicationstocompanies'pricing.Thispaperconstructsthetwochanne
5、ls,andhopestogivesometheoreticaldirectionstodistributors.Inthispaper,wedrawsomeinterestingconclusionsbasedonthemodel,andusebackwardinductionmethodintwo-stagecompetitionmodel,discusstheinfluencebytheswitchingcostinthesecondperiod:whenthemarketexistscustomerswitchingcosts,switchingcostsa
6、nddiscountoftwostoresislargerthanthatwhenthereisn'tswitchingcosts.Theequilibriumpriceismonotonicallyincreasingbytheswitchingcosts.Then,thispaperdiscusstheequilibriumpricebeinfluencedbytheswitchingcostsinthesecondperiod:Fromamarketshareperspective,thegreatertheswitchingcosts,Marketshare
7、ismorevaluableforthestores;fromthediscountfactorperspective,Whenthestoreisrational,Whethertoconsiderswitchingcostsornot,pricingwillbelowerthanthenon-rationaltime,andwillbelowestwhenconsidertheswitchingcosts,ifdifferenceinswitchingcostsbetweentwochannelsissignificantlylagerthandiffere
