电子商务产品定价与返利策略优化及协调研究

在电子商务背景下,网络零售商以两种模式向消费者提供产品,一种是常规的网络直销模式,另一种是通过有第三方返利平台参与的返利模式.当两种模式同时存在时,利用消费者效用理论,分别研究了网络零售商的最优定价策略与第三方返利平台的最优返利策略.结果表明,网络零售商是否引入返利模式,与返利产品的满足率、消费者购买返利产品花费的额外成本及返利兑现率密切相关.相对于集中式决策,分散式决策下网络零售商的最优零售价格会降低,同时第三方返利平台返还给消费者的返利会减少,这会加剧两种模式之间的冲突而导致系统低效率.为此,设计了一种改进的收益共享合同来协调两种销售模式,不仅使系统效率达到最优,并且使渠道成员实现"共赢".最后结合数值算例验证了该合同的有效性.

Optimization of pricing and rebate strategies and coordination for e-commence product

In the e-commerce era, an e-tailer sells a single product to consumers in two ways: either through the traditional direct selling, or through the rebate selling with the participating of a third party rebate store.The optimal pricing strategy for the e-tailer and rebate strategy for the third party rebate store is studied using the consumer utility theory.The results show that, whether the e-tailer introduces a rebate channel is dependent on the fill rate of rebate product, the extra cost that consumers buy the rebate product, and the rebate redemption.Comparing with the centralized system, the optimal retail price in the decentralized case will decrease, while the rebate store will reduce the rebate value to consumers.As a consequence, it aggravates the channel conflicts and system inefficiency.Furthermore, a revised revenue sharing contract is designed to coordinate the system, which can maximize the system profits and achieve a win-win situation for both partners.Finally, numerical examples are used to verify the effectiveness of the contract.