双渠道零售商价格竞争策略和定价研究.pdf

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1、双渠道零售商价格竞争策略和定价研究中文摘要双渠道零售商价格竞争策略和定价研究中文摘要线上销售渠道发展势头正盛，大型零售商开始了线上渠道与线下渠道的双线销售，形成了双渠道零售模式。电子商务所催生的线上交易市场产生了完全不同于传统市场的运作形式，线上交易由于其虚拟性不能完全适用传统市场的操作模式和市场规律，双渠道零售商线上线下两个渠道难免存在冲突，鉴于此，本文通过分析传统零售商和网络零售商以及新型零售商线上线下各种交易策略及定价理论，给出了双渠道零售商可以运用的价格竞争策略及其定价。通过分析两阶段博弈模型的价格定价行为理论，对双渠道零

2、售的定价行为进行了讨论，分析比较了双渠道零售商线上最优定价与纯线上零售商的最优定价的差异，以及双渠道零售商线下最优定价与单渠道线下零售商的最优定价之间的差异，并给出了双渠道零售商的最优定价，以及相关的各种结论。本文通过分析苏宁云商股份有限公司和国美电器控股有限公司发展和价格策略，探讨苏宁、国美线上线下定价策略及线上线下协同定价的方式，进而总结双渠道零售商所采有的价格竞争策略和定价。关键词：双渠道零售商定价策略最优定价协同定价作者：刘纪勇指导老师：徐春秀IAbstractPriceCompetitionStrategyandPric

3、ingResearchofDualChannelRetailerPriceCompetitionStrategyandPricingResearchofDualChannelRetailerAbstractAtpresent,becauseoftheonlinesaleschanneldevelopment,largeretailersbegantodoublesalesofonlinemarketingandofflinesales,formingadoublechannelretailmode,andthiswayalsogr

4、aduallybecomethefocusofattentionofretailmarket.Onlinetrading,producedfromthemarketofelectronicbusinesshasdifferentoperationformthetraditionalmarket,onlinetransactions,becauseofitsvirtualnature,can`tbefullyapplicabletothetraditionalmarketoperationmodeandmarketrules,the

5、twochannelsofdualchannelretailerwillinevitablyconflict.Thetwochannelsofdualchannelretailerwillinevitablyhaveconflicts,andthecurrentretailpricinggenerallyuseuniformpricingstrategyorthedifferentialpricingstrategy.Withanalysisofvarioustradingstrategiesandpricingtheory,th

6、earticlesummarizesthepricecompetitionstrategyandpricingofthedualchannelretailers.Throughtheoreticalanalysis,thearticlecomparethedualchannelretailer’sonlinepricingwithpureInternetretailersandofflinepricingwithtraditionalretailers,andthenthearticleanalyzethepricingdiffe

7、rencesbetweendualchannelretailersandotherretailersandgivesanconclusionabouttheoptimalpricingofdualchannelretailerandrelevantresults.Inthispaper,weanalyzethepricingstrategyandcollaborativepricingthroughtheanalysisofSuNingyun'sLimitedbyShareLtdandGOMEElectricalAppliance

8、sHoldingLtd.Furthermore,wesummarizetheformalpricecompetitionstrategyandpricingforthedualchannelretailer.Keywords：retailerint