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

Autor:	Wen Wang, Haoxiong Yang
Rok vydání:	2014
Předmět:	Marketing Operations research Computer Networks and Communications business.industry Strategy and Management Supply chain Total revenue Vertical integration Online advertising Computer Science Applications Dual (category theory) Pricing strategies Demand curve Business Communication channel
Zdroj:	Journal of Electronic Commerce in Organizations. 12:46-56
ISSN:	1539-2929 1539-2937
DOI:	10.4018/jeco.2014100105
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8b98fe5f12bbe1451d3bfb1ffeaf0442 https://doi.org/10.4018/jeco.2014100105 Zobrazit plný text záznamu