Dual-channel not only provides reasonable products but also a large quantity of opportunities, where the members’attitude towards risk has a major impact on channel optimization. In this paper, risks are classified as general riskand interruption risk. As for general risk, combined with risk-aversion attitude, mean-variance method is used to build optimalpricing model and expected utility model based on independent decision-making and collaborative decision-makingmode. Besides, online channel substitution effect factor and ratio factor that manufacturer bears promotional cost for retailersare considered. For interruption risk, combined with risk-aversion attitude, optimal pricing model and expectedutility model based on independent decision-making mode. Finally, through numerical analysis, it is proved that dualchannelcollaborative pricing enables to avoid risks effectively, and the channel member with higher degree of risk aversiontends to take collaborative pricing strategy.
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