传统的在线和直播双道策略和定价政策
Yue Yu1, Songshi Shao2, Mingli Yuan3
1College of Transportation Engineering, Dalian Maritime University, Dalian, China.
PloS one
|January 8, 2025
概括
在激烈的竞争中,制造商应该采用直播销售道,但在温和的竞争中,应避免使用双通道. 定价策略和道决策对制造商和零售商的供应链利能力产生影响.
科学领域:
- 运营研究 运营研究
- 供应链管理 供应链管理
- 电子商务是电子商务.
背景情况:
- 传统的双层供应链面临着不断变化的分销策略.
- 在线直销和直播的兴起带来了新的机遇和挑战.
- 了解定价政策和道决策对于供应链优化至关重要.
研究的目的:
- 在双层供应链中分析定价和双道策略.
- 为了比较三个销售模式:传统零售,直接在线和直播.
- 调查决策序列对供应链利的影响.
主要方法:
- 为每个销售模式制定利优化模型.
- 施塔克尔伯格游戏理论的应用,以制造商作为第一推动者.
- 使用逆向诱导推导最佳解决方案的推导.
- 在不同场景中对定价决策和利进行比较分析.
主要成果:
- 在激烈的竞争下,直播频道在激烈的竞争下是有利的.
- 对于温和的竞争来说,不建议使用双通道,以确保相互利益.
- 为了实现现场直播的成功,需要进行最佳的定价和销售努力调整.
- 在引入直播频道时,最好同时做出定价决策.
结论:
- 战略性道选择,特别是直播,可以提高供应链的性能.
- 竞争强度决定了双道战略的可行性.
- 在不断变化的电子商务环境中,协调定价决策对于最大限度地提高利至关重要.
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