A Study on the Price Decisions of the Dual-Channel Composite Decision in B2C Mode

Haoxiong Yang and Wen Wang
Additional contact information
Haoxiong Yang: Business School, Beijing Technology and Business University, Beijing, China & Collaborative Innovation Centre for State-owned Assets Administration, Beijing, China
Wen Wang: Business School, Beijing Technology and Business University, Beijing, China

Journal of Electronic Commerce in Organizations (JECO), 2014, vol. 12, issue 4, 46-56

Abstract: This paper studies the subject of pricing decisions of online dual-channel based on hybrid decisions wherein a manufacturer introduces direct online marketing channels beyond the traditional online retail channels. The purpose is to study how to balance the interests of different online channels and maximize the overall efficiency of the channel. Having considered both online channels' satisfaction and the hidden costs of channel selection, by means of the demand function of both channels derived from a consumer utility and selection model, the author investigates the impacts of these two factors on the online dual-channel pricing decisions. This article also further analyzes the impact of changes in these two factors for manufacturers, retailers and channel' total revenue, with the purpose to provide decision-making reference for the enterprises' managers in the supply chain to develop optimal pricing strategies.

Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/jeco.2014100105 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:12:y:2014:i:4:p:46-56

Access Statistics for this article

Journal of Electronic Commerce in Organizations (JECO) is currently edited by Pedro Isaías

More articles in Journal of Electronic Commerce in Organizations (JECO) from IGI Global
Bibliographic data for series maintained by Journal Editor ().