The Selection and Pricing of Mixed Multi-Channel Marketing Model for Mid-High Wines Under Experience Driven

摘要

The experience of consumers for products has great effect on the pre-sale strategy. Based on this, the paper studies the selection and pricing of multi-channel marketing models consisting of a brewer, an electronic retailer and a traditional retailer, constructing the non-cooperative game model of brewers and retailers with equal status in four contexts. Finally, the result shows that the introduction of direct channel is bene?cial to increase the brewer’s revenue. When the pre-sale marginal revenue is greater than two times the average spot-sale marginal revenue, the total pro?t of supply chain will achieve the best under mode Ⅰ. i.e. both the brewer and e-retailer adopt pre-sale strategy.