Channel management and product design with consumers’ probabilistic choices
Channel management and product design with consumers’ probabilistic choices
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DOI：
10.1080/00207543.2016.1223377
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发表时间：
2017-02
影响因子：
9.2
通讯作者：
Wenbo Cai;Ying‐ju Chen
中科院分区：
文献类型：
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作者：
Wenbo Cai;Ying‐ju Chen
本文研究了当面对具有概率性购买行为的消费者时，销售者应如何设计在直接渠道和间接渠道所提供的产品或服务的价格和质量。我们首先考虑个性化服务下的三种方案：独立定价、收入分成和利润分成。我们证明，在独立定价方案中，卖方使用两个渠道可以获得与仅使用直接渠道相同的利润。而在收益分成方案中，卖家的渠道策略取决于消费者对跨渠道价格和质量差异的敏感性。最后，第二种方案的质量低效率可以在利润分享方案中消除。然后，我们研究了具有私人观察敏感性的异质性消费者的场景，并表明当敏感消费者和不敏感消费者共存时，提供单一价格-质量计划总是最优的。
In this paper, we study how a seller should design the prices and qualities of products or services offered in both a direct channel and an indirect channel when facing consumers with probabilistic purchasing behaviour. We first consider three schemes under personalised offering: independent pricing, revenue sharing and profit sharing. We show that, in the independent pricing scheme, the seller can achieve the same profit using both channels as using only the direct channel. In the revenue sharing scheme, however, the seller’s channel strategy depends on consumers’ sensitivities on the cross-channel differences in both price and quality. Finally, the quality inefficiency in the second scheme can be eliminated in a profit sharing scheme. We then study the scenario in which consumers are heterogeneous with privately observed sensitivities, and show that it is always optimal to offer a single price-quality plan when both sensitive and insensitive consumers co-exist.