公益性和渠道偏好双渠道销售定价策略
Dual Channel Sales Pricing Strategy for Public Welfare and Channel Preference
张爽 1陆媛媛1
作者信息
- 1. 吉林师范大学 数学与计算机学院,吉林 四平 136000
- 折叠
摘要
构建一个双渠道销售模型,并对其进行博弈分析.研究结果显示,消费者对线下渠道的信任程度对生产商(农民)的批发价、利润以及线下零售商单位产品的固定售价有正向影响,消费者对线下渠道的信任度提高对公益主播单位产品的固定售价和利润有负向影响.公益主播应该凸显其线上销售的优势,提高生产商的利润;生产商和线下零售商应该通过品牌宣传和增加产品黏着性,不断建立消费者的信任度.
Abstract
A two-channel sales model is constructed and the game analysis is carried out.The results show that consumers'trust in offline channels has a positive impact on the wholesale price and profit of producers(farmers)and the fixed price of unit products of offline retailers.Consumers'increased trust in offline channels has a negative impact on the fixed selling price and profits of public service anchors'products.Public welfare anchors should highlight their advantages in online sales and increase the profits of manufacturers.Manufacturers and offline retailers should continue to build consumer trust through brand promotion and increased product stickiness.
关键词
公益助农/线下渠道接受程度/Hotelling模型/消费者渠道偏好Key words
public welfare assistance to agriculture/acceptance of offline channels/hotelling model/consumer channel preferences引用本文复制引用
出版年
2024
国家科技期刊平台
NSTL
万方数据