| 基于电子市场的混合分销渠道定价策略研究 |
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| 引用本文： | 郭亚军,曲道钢,赵礼强.基于电子市场的混合分销渠道定价策略研究[J].系统工程学报,2008,23(5). |
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| 作者姓名： | 郭亚军 曲道钢 赵礼强 |
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| 作者单位： | 1. 东北大学工商管理学院,辽宁,沈阳,110004
2. 东北大学工商管理学院,辽宁,沈阳,110004;沈阳航空工业学院经济管理学院,辽宁,沈阳,110136 |
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| 摘 要： | 电子商务及网络技术的发展促使许多制造企业通过增加电子市场(E-market)这一直接渠道来重新构建其分销渠道. 研究了基于电子市场的混合渠道定价策略,讨论了以制造商为主方的Stackelberg定价策略和Bertrand定价策略.通过对两种定价策略均衡价格和盈利收获的比较分析,提出了不同批发价格范围下的制造商和分销商的最优定价策略.
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| 关 键 词： | 定价策略 Bertrand博弈 Stackelberg博弈 电子市场 混合分销渠道 |
Analysis of pricing policies of hybrid distribution channels in E-market |
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| GUO Ya-jun,QU Dao-gang,ZHAO Li-qiang.Analysis of pricing policies of hybrid distribution channels in E-market[J].Journal of Systems Engineering,2008,23(5). |
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| Authors: | GUO Ya-jun QU Dao-gang ZHAO Li-qiang |
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| Abstract: | The developments of E-commerce and network technology have forced many enterprises to reconstruct their distribution channels by adding the electronic channel.The pricing policy in supply chain based onhybrid distribution channels is studied,the pricing policies under manufacturer-lead- er Stackelberg game and the Bertrand game are discussed.By comparing the equilibrium prices and the profit gains using the two pricing policies,the most superior pricing policies under three types of wholesale price range ar... |
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| Keywords: | pricing policy Bertrand game Stackelberg game E-market hybrid distribution channels |
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