考虑售后服务合作的双渠道营销定价决策研究

电子商务环境下线上零售商如何实现良好的售后服务是当前电商发展面临的重大问题.文章从售后服务合作视角出发, 研究在电商环境下由线上与线下零售商组成的双渠道营销系统的产品与服务定价决策问题.对比分散决策下的最优产品价格与服务费用, 以集中决策下的最优价格作为基准, 通过两部定价合作机制, 使线上线下双方在实现整体利润最大化的基础上进行利润分配, 从而达到双方共赢.通过两部定价下的售后服务合作, 一方面解决了线上零售商的售后服务需求, 另一方面也为线下零售商带来了额外的服务收入, 因此能使双方利润同时得到有效提升.不同于传统供应链中制造商与零售商之间的纵向合作, 文章创新性地研究了线上线下两个零售商之间的横向合作, 并证明存在竞争关系的零售商亦可通过合作实现共赢, 对当前线上零售商的产品售后服务及线上线下零售商之间的合作发展具有较强的理论与实践指导意义.

Pricing decision of a dual channel under after-sales service cooperation

How to achieve good after-sales service for online retailers in the e-commerce environment is an important issue in China. This paper studies the price strategy of a dual channel retail system consisting of an online retailer and an offline retailer from the perspective of after-sales service cooperation in an e-commerce environment. By comparing the optimal price of both parties and service fee under decentralized decision-making model, this paper takes the optimal price under centralized decision-making model as the benchmark, and maximize the overall profits of both parties and realize profit distribution by applying two-part tariff mechanism, so as to achieve a win-win situation for both parties. Through the service cooperation under two-part tariff, this paper, on one hand, helps online retailers solve the problem of after-sales service, and on the other hand, brings additional service income to offline retailers, which improves profits of both companies. At the same time, unlike the vertical cooperation between manufacturers and retailers in traditional supply chain, this paper innovatively studies the horizontal cooperation between online and offline retailers, and proves that even two competing retailers can achieve win-win situation through cooperation, providing a good theoretical and practical guide for the cooperation and development between competing retailers.