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

Haoxiong Yang (), Wen Wang (), Jindan Li () and Jingrui Zhang ()
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Haoxiong Yang: Beijing Technology and Business University
Wen Wang: Beijing Technology and Business University
Jindan Li: Beijing Technology and Business University
Jingrui Zhang: Beijing Technology and Business University

A chapter in LISS 2014, 2015, pp 1607-1612 from Springer

Abstract: 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 provides decision-making reference for the enterprises’ managers in the supply chain to develop optimal pricing strategies.

Keywords: Dual-channel; Composite decision; Pricing decision; Vertical integration (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-662-43871-8_231

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DOI: 10.1007/978-3-662-43871-8_231

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