系统管理学报

系统管理学报 ›› 2023, Vol. 32 ›› Issue (6): 1142-1163.DOI: 10.3969/j.issn.1005-2542.2023.06.002

• 决策科学与运营管理 • 上一篇    下一篇

基于消费者渠道偏好与电子优惠券投放的全渠道定价策略

司银元1，孟庆良1，杨文胜2，傅柱1，李宗活3   

  1. 1.江苏科技大学经济管理学院，江苏 镇江 212003；2.南京理工大学经济管理学院，南京 210094；3.苏州大学政治与公共管理学院，江苏 苏州 215123
  • 收稿日期:2022-03-14 修回日期:2022-08-09 出版日期:2023-11-28 发布日期:2023-11-30
  • 基金资助:

    江苏省高校哲学社会科学规划项目（2022SJYB2243）；国家社会科学基金重点项目（23AGL020）；江苏省社会科学基金后期资助重点项目（22HQA1）；江苏省社会科学基金资助项目（23GLD003,20GLB016）

Omnichannel Pricing Strategy Based on Consumers’ Channel Preference and Electronic Coupon Delivery

SI Yinyuan1, MENG Qingliang1, YANG Wensheng2, FU Zhu1, LI Zonghuo3   

  1. 1.School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang 212003, Jiangsu, China; 2.School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China; 3.School of Politics and Public Administration, Soochow University, Suzhou 215123, Jiangsu, China
  • Received:2022-03-14 Revised:2022-08-09 Online:2023-11-28 Published:2023-11-30

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摘要： 随着全渠道模式的兴起，研讨电子优惠券投放的全渠道促销问题备受关注。考虑同时开通线上、线下及BOPS（buy-on-line，pickup-in-store）渠道全渠道零售系统，引入消费者渠道偏好与电子优惠券，构建品牌商自建或联合零售商合力搭建的BOPS渠道下的相同面值、不同面值优惠券4种决策模型，分析不同模式下的渠道最优定价策略——产品定价与优惠券面值。结果表明：相较于品牌商自建模式，联合零售商搭建模式下的产品定价及优惠券面值更高；相较于相同面值策略，不同面值策略下品牌商可以获取更高的利润，而零售商与之相反；当且仅当品牌商给予零售商的补贴小于一定阈值时，联合零售商搭建BOPS渠道才能获取更大收益；结合BOPS渠道购买溢出制定产品价格-优惠券组合策略，但优惠券面值需要控制在阈值内。

关键词:

消费者渠道偏好, 电子优惠券, 全渠道, 定价策略

Abstract:

With the rise of the omnichannel model, the issue of omnichannel promotion considering the placement of e-coupon has attracted much attention. To this end, this paper considers opening online, offline and BOPS (buy online, pick-up in-store) omnichannel retailing systems. Then, it introduces consumer channel preferences, e-coupon, and constructs four decision models of coupons of the same face value and different face value in omnichannel mode by brand owners themselves or by joint efforts of retail enterprises. Finally, it further analyzes the optimal pricing mix strategy of firm-product pricing and coupon face value. The result shows that compared with the self-established brand mode, the product pricing and coupon face value are higher in co-retailer establish mode. Compared with the same face value strategy, targeting coupons of different face value based on consumer preference can obtain a higher brand profit, while the opposite is true of retailers. When and only when the subsides, which is given to retailers by brand, are less than a certain threshold value, co-retailers can build BOPS channels with greater profits. The product price is based on BOPS channel purchase overflow, which is the coupon combination strategy, but the coupon face value needs to be controlled within the threshold value.

Key words:

consumers’ channel preference, electronic coupons, omnichannel, pricing strategy

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