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

In: Liss 2014

Author

Listed:
  • 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)

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.

Suggested Citation

  • Haoxiong Yang & Wen Wang & Jindan Li & Jingrui Zhang, 2015. "A Study onthe Price Decisions of the Dual- Channel Composite Decision in B2C Mode," Springer Books, in: Zhenji Zhang & Zuojun Max Shen & Juliang Zhang & Runtong Zhang (ed.), Liss 2014, edition 127, pages 1607-1612, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-43871-8_231
    DOI: 10.1007/978-3-662-43871-8_231
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