消费者异质性下供应链互补产品销售策略选择及其定价研究

基于消费者对互补品消费习性存在的异质性，对互补品消费市场进行细分，并在上游两个制造商分别提供具有互补特性的产品，下游一个销售商同时销售这两种产品的供应链环境下研究定价均衡。根据不同目标市场选择，识别出全市场覆盖以及聚焦细分市场两种销售策略，分别对两种营销策略下的供应链产品定价进行讨论，并通过模型求解分别得到两种策略下的均衡，讨论了两个均衡解存在的条件，讨论了均衡定价随产品互补程度以及互补品相对效用比的变化情况，以及销售商在不同情形下选择的定价策略。结果表明，当互补品相对效用差异不大，且互补程度不大的时候，渠道内形成第一个定价均衡；当产品间相对效用差异大，且互补程度足够大的时候，渠道内形成第二个定价均衡。

Marketing Strategy Choice and Pricing for Complementary Products in Supply Chain with Heterogeneous Consumers

Demand disparities are commonly existed among consumers on complementary products. For a product, it may be considered as a complementary one for certain consumers, but it is merely another at the stand of other consumers. By introducing the consumer heterogeneity for complementary product, this paper assumes a market with two manufacturers independently supplying complementary products at the upstream and one retailer selling the two complementary products at the downstream to analyze the marketing strategy and pricing equilibrium of the two-level supply chain.In specific, firstly, the complementary products market is subdivided into two independent consumption segmentation and one co-consumption segmentation. Two corresponding marketing strategies, i.e., the overall market-based strategy and segmentation market-focused strategy, are introduced to the supply chain system. Then, by solving the game model, the equilibrium solutions together with the corresponding existence conditions on two market strategies are obtained, respectively. Thirdly, when consumer heterogeneity is considered, the equilibrium wholesale price and the impacts of the complementary degree to retailing price for two incomplete complementary products are investigated. Fourthly, the influences of the degree of complementary and the ratio of relative utilities of complementary products to the benefits of two suppliers and the retailer are discussed. Finally, the conditions of equilibrium price for the selection of the overall market-based strategy and the segmentation market-focused strategy are revealed and analyzed.Numerical results demonstrate that, if the complementary degree and the ratio of relative utilities of complementary products are small, the overall market-based pricing equilibrium would be reached in the channel. On the contrary, if the complementary degree and the ratio of relative utilities of complementary products are large enough, segmentation market-focused pricing equilibrium is the best strategy. For the latter situation, the retailer would adopt the loss leader pricing strategy (retail price is lower than the supplier's wholesale price) to sell the product with lower relative utility.Findings obtained in this research can help manufacturers and retailers determine the optimal marketing strategy and pricing for complementary product in supply chain.