双渠道模式下定价与提前期联合优化研究

在双渠道模式下,本文对零售商的价格和提前期决策进行研究。根据零售商线上服务范围的不同,双渠道服务模式可以划分为近端服务模式、中端服务模式和远端服务模式。本文分析了零售商在三种服务模式下最优的价格和提前期决策,并对三种服务模式进行对比。结果表明,如果零售商的配送速度较低,零售商应该选择近端服务模式。如果零售商的配送速度较高,则在中端和远端服务模式中进行选择,且随着成本的增加,提前期均会缩短,这是因为零售商的服务范围会随着配送成本增加而缩小,此外,配送速度的增大也会导致提前期缩短;而价格在两种模式中变化趋势不同,中端服务模式下价格呈现非递增趋势,而远端服务模式下价格呈现非递减趋势。因为在中端服务模式下,零售商更加愿意提供降价来吸引更多的线下需求,而远端服务模式则是提升价格来保证产品的边际收益。研究结论可为零售企业提供有效的科学的参考和理论指导。

Joint Pricing and Lead-time Decisions of Dual-channel Retailers

A dual-channel retailer’s joint pricing and lead-time decisions are studied in this paper. The dual-channel service can be described as the near-end service mode, the mid-end service mode or the far-end service mode according to the retailer's online service scope. The retailer’s optimal pricing and lead-time decisions in each mode is analyzed and profits of these modes are compared. The results show that if the delivery speed of the retailer is low, he should choose the near-end service mode. If the retailer's delivery speed is high, the decision is made between the mid-end service mode and the far-end service mode. Moreover, the optimal lead-time is reduced with the unit delivery cost or delivery speed. This is because the retailer’s service scope is reduced with the increase of delivery cost, and a fast delivery speed will also lead to the reduction of lead-time. However, the trends of price decisions with the unit delivery cost or delivery speed are quite different in these two modes. The price is non-increasing in the mid-end service mode, while the price is non-decreasing in the far-end service mode. This is because in the mid-end service mode, the retailer prefers to offer a lower price to attract more offline demand, while in the far-end service mode, the price is raised to ensure a higher marginal revenue. This research acts as an effective scientific reference and helps provide a theoretical guidance for retail enterprises.