To address the problem of channel conflict faced by the new product's dual-channel supply chain synergistic approach to market,the Stackelberg game model with two strategies of manufacturer-led pricing and matching pricing is constructed by considering consumers'online learning behavior,and the optimal price of the new product is analyzed,and the impact of consumers'learning behavior on the price of the new product and the manufacturer's expected revenue is explored to provide a basis for the manufacturer to set the price of the new product.The results show that when there are fewer learning consumers,regardless of the size of the learning cost,the manufacturer-led pricing strategy can achieve a'win-win'for supply chain members.When there are many learning consumers and the learning cost is low,the retailer can effectively prevent the transfer of learning consumers and achieve Pareto improvement of supply chain members'revenue by matching pricing.
维普
万方数据