混合渠道结构下考虑行为因素的新产品渠道选择与定价研究

项目名称： 混合渠道结构下考虑行为因素的新产品渠道选择与定价研究

项目编号： No.71271219

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 刘咏梅

作者单位： 中南大学

项目金额： 56万元

中文摘要： 电子商务时代，线上和线下相结合的混合渠道已成为商家推广新产品的重要选择，而混合渠道结构的复杂性及新产品需求的不确定性，加剧了决策者行为因素对新产品渠道定价的影响，目前，鲜有考虑了行为因素的新产品混合渠道定价研究。在我们已有的关于零售商决策偏差的行为因素研究基础上，本课题将分别针对制造商、电子零售商和传统零售商控制在线渠道这三大类混合渠道结构，从新产品的产品类型、渠道结构和促销方式等方面，基于消费者购物渠道选择行为分析供应链决策主体的行为因素对新产品定价的影响；进而运用前景理论、公平理论、后悔理论等行为决策研究成果，修正制造商与零售商的渠道定价博弈模型，探讨商家及供应链系统在各混合渠道结构下的决策绩效；并进一步分析促销方式对考虑行为因素的新产品混合渠道选择与定价策略的影响，以期为商家提供更符合复杂环境的新产品混合渠道推广对策。

中文关键词： 行为因素；新产品；定价；电子商务；混合渠道

英文摘要： In the e-commerce era, dual-channel structure that combines online channel with offline channel has become an important choice of vendors to promote new products, among which the complexity of dual-channel structure and the demand uncertainty of new products exacerbate the impact of decision-makers' behavioral factors on new-product pricing between online and offline channels. However, there is limited literature on pricing in dual-channel for new products, and fewer quantitative researches are made from behavioral perspective. Based on our original study that discovers which behavioral factors cause newsvendor's decision bias, this subject will analysis how the supply chain members' behavioral factors influence their pricing strategies,considering three aspects as product-style, channel structure and promotion of new-product under three frameworks which the online channel is separately controled by manufacturer, e-tailer or retailers. Furthermore, we will modify pricing game models of manufacturer and retailer by extant achievement in Behavioral Science and Decision Making field such as Prospect Theory, Equity Theory, Regret Theory, to investigate the performances of supply chian and its agents under three dual-channel structures. Finally, we design channle selection and pricing strategies for new-product acco

英文关键词： behavioral factors；new product；pricing；e-commerce；multi-channel