文献类型：会议论文

英文题名：Optimal Pricing under The Consumer Segmentation in Dual Channel Supply Chain

作者：Zhu, Xiaoyu[1];Xu, Yanyi[1];Fan, Tijun[1]

机构：[1]E China Univ Sci & Technol, Sch Business, Shanghai 200237, Peoples R China

会议论文集：International conference on Engineering Management, Engineering Education and Information Technology (EMEEIT)

会议日期：OCT 24-25, 2015

会议地点：Guangzhou, PEOPLES R CHINA

语种：英文

外文关键词：Consumer Segmentation; Online Intermediary; Dual Channel; Optimal Pricing

摘要：Based on the fast development of E-commerce and heterogeneity of consumer behavior, in this paper, we develop a hierarchical selection model characterizing consumers' acceptance of online channel, and then study the optimal pricing strategy of suppliers in a dual channel supply chain. We conclude that the supplier should actively communicate with the online intermediaries for cooperation to improve customers' online shopping experience. For the online intermediaries, they should not only focus on improving consumer acceptance of online channels, but should strive to improve their product diversity, which will increase the proportion of type-primary consumers.