考慮策略型消費者行為的兩類雙渠道結構定價策略

摘 要：考慮到現實中存在兩類消費者，短視型和策略型消費者，從不同類型的消費者效用出發，建立兩類雙渠道結構的Stackelberg模型，通過逆向歸納法求解出兩類模型的均衡解，分析在策略型消費者行為影響下，一個制造商與一個零售商組成的雙渠道結構以及只有制造商的雙渠道結構的最優定價策略以及渠道決策。研究結果表明，在兩類雙渠道結構中，供應鏈的總利潤是隨著策略型消費者比例的增加而增加的，可以得知，策略型消費者對于供應鏈是起著一個正向的影響作用。同時，將兩類雙渠道結構的供應鏈總利潤進行比較可以發現，只有一個制造商的雙渠道結構供應鏈能獲取的總利潤更多。

關鍵詞：策略型消費者；雙渠道；Stackelberg模型；定價決策；渠道選擇

中圖分類號：F274 文獻標志碼：A DOI：10.13714/j.cnki.1002-3100.2024.18.029

Abstract： Considering that there are two types of consumers in reality， short-sighted consumers and strategic consumers， Stackelberg model with two types of dual-channel structure is established based on the utility of different types of consumers， and the equilibrium solution of the two types of models is solved by backward induction. The optimal pricing strategy and channel decision of the two-channel structure composed of a manufacturer and a retailer and the two-channel structure of only the manufacturer are analyzed under the influence of strategic consumer behavior. The research results show that in the two-channel structure， the total profit of the supply chain increases with the increase of the proportion of strategic consumers. It can be seen that strategic consumers have a positive impact on the supply chain. At the same time， by comparing the total profit of the two kinds of dual-channel structure supply chain， it can be found that only one manufacturer’s dual-channel structure supply chain can obtain more total profit.

Key words： strategic consumer; dual-channel; Stackelberg model; pricing decision; channel selection

0 引 言

隨著信息技術、網絡支付技術以及物流配送技術的日益提升，網上消費被越來越多的消費者接受。與此同時，為了應對人們消費方式和渠道的變化，越來越多的企業選擇雙渠道銷售模式，即實體渠道和網絡渠道。一些傳統零售商也建立起自己的網絡銷售渠道，如蘇寧電器建立了蘇寧易購。

盡管雙渠道銷售拓寬了企業的銷售渠道和產品的覆蓋范圍，但另一方面會由于不同渠道間價格、服務等競爭，對傳統零售商形成沖擊。雙渠道供應鏈在傳統供應鏈上下游競爭與協調的基礎上，增添了雙渠道間的競爭與協調，給供應鏈合作提供機遇的同時，也帶來了極大挑戰。……