双渠道环境下基于参考价格效应的制造商动态定价研究

随着制造商日益盛行开辟网络直销渠道，双渠道环境下制造商的定价问题显得尤为重要。采用斯坦伯格博弈构建制造商在双渠道环境下基于参考价格效应的两阶段动态定价模型，并通过数值算例分析参考价格效应各参数对定价及整体收益的影响。研究结果表明：在双渠道环境中，批发价格与渠道交叉价格弹性系数、直销渠道的销售定价相关，间接受到参考价格效应影响；记忆系数和参考价格系数对制造商定价及收益的影响受到初始参考价格调节。

Study on Manufactures Dynamic Pricing of Reference Price Effect under Dual-channel

Currently, the problem of manufacturers pricing has become very important, as manufacturers are more likely to develop their own online channel. The paper adopts the Stackelberg game to develop a two-stage dynamic pricing model, which based on the reference-price effect under the environment of dual-channel supply chain (the manufacturers sells their products via both online and traditional retail channels). Meanwhile, the numerical example method is used to analysis the impact of the reference-price effect parameters on both pricing decision and the overall revenue. The research results show that the wholesale price depends on channel cross-price elasticity coefficient and the price in online sale, which will also be affected by reference-price effect indirectly. The memory coefficient and reference price coefficient affect the pricing decision and revenue with the adjustment of the initial reference price.