零售商拥有线下线上双渠道,在市场上销售两种相互竞争、具有替代性的产品.分别考虑采用同时在线下线上渠道销售、只通过线上渠道销售、只通过线下渠道销售以及分别通过线下线上渠道销售不同产品时的最优定价和最大利润,通过对比分析得出零售商的最优渠道策略.最后,通过算例分析潜在需求、自价格弹性、相同产品在不同渠道销售的交叉价格弹性和不同产品的交叉价格弹性等变动对零售商渠道策略的影响,研究发现:零售商选择双渠道要比单渠道利润更大;当相同产品在不同渠道销售的交叉价格弹性较大时,选择线下线上同时销售两种产品时零售商的利润最大;当产品自价格弹性较大时,选择分别在线下线上销售不同产品时零售商的利润最大.%Intemet has become an important retail channel in recent year.The rapid development of the Internet and emerging technology plays a significant role in the development of this new business model.It forces traditional retailers to change distribution patterns.Online sales channels,such as Suning and Gome,adopt both online and offline sales channels.However,selling in a dual-channel will lead to somewhat internal competition.To moderate this channel conflict,some retailers not only charge the same price for same products which is simultaneously sold by both online and offline retail channels,but also sold different types of products by two different retail channels.Moreover,there is a fierce sales competition among different types of products.When considering product substitution,it is worth rethinking whether selling different types of products by different retail channels can avoid channel conflict and bring more profit to a retailer.This paper assumes that retailer sales of two competing products with substitutability on the dual-channel supply chain of online and traditional retail channel.There are four sales strategies:selling two kinds of products by online retail channel,selling two kinds of products by offline retail channel,selling two kinds of products by both online retail channel and offline retail channel,and selling different product by different retail channels.By comparing the optimal pricing and profit under four sales strategies,retailers can identify optimal sales strategy.Finally,the numerical example analyzes the influence of potential market size,self-price elasticity,cross-price elasticity of different retail channels by same products,and cross-price elasticity of different products on retailer's channel selection strategies.Finally,this paper finds that there are two main factors influencing a retailer's channel selection strategies.The first factor is the competition which includes product competition and sales channel competition.The second factor is cost differentiation between products or channels.As a key factor,cost differentiation affects a retailer's selection of the three channel strategies:(1) selling two kinds of products by online retail channel,(2) selling two kinds of products by offline retail channel,and (3) selling different products by different retail channels.Furthermore,our numerical results show that the profit under dual-channel strategy is greater than that under single channel.When the cross-price elasticity of different channels by same product is higher,it is better to sell two kinds of products by both online and offline retail channels.When the self-price elasticity of a product is larger,selling different products by different retail channels will make more profit.
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