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管理科学与工程学术论坛第58期
时间:2022-05-13    点击数:

讲座题目:Unifying or Discriminating: Competitive Pricing Strategies for Omnichannel Retailers

主讲人:戴悦 复旦大学管理学院

讲座时间:2022年5月19日(周四)上午10:00

讲座地点:腾讯会议829-773-006


内容摘要:

A key decision faced by omnichannel retailers is whether to charge the same price online and offline or charge different prices. In a competitive environment with two omnichannel retailers, retailers’ pricing decisions are complicated by consumers’ heterogeneity and their cross-channel/cross-retailer searching behaviors. To examine the pricing decision, we construct a duopoly model with two competing omnichannel retailers where consumers have heterogeneous preferences for retailers. We also consider two consumer segments with heterogeneous product familiarity and assume the store assistance helps uninformed consumers find their match. We uncover the conditions for symmetric pricing equilibria that retailers tend to adopt the dual pricing strategy when the store assistance cost is high and adopt uniform pricing when the market heterogeneity is strong. With the interaction of these two driving forces, an asymmetric pricing equilibrium occurs when the market heterogeneity is intermediate and the store assistance cost is relatively low. In this asymmetric equilibrium, the uniform pricing retailer can obtain higher profits with a uniform price lower than the online and offline prices of its dual pricing rival.


主讲人简介:

戴悦,复旦大学管理学院管理科学系教授。主要研究方向为供应链管理等,目前关注于市场营销和供应链管理的交互研究。研究成果发表于Marketing Science,MSOM,POM等国际期刊上。研究课题包括国家自然科学基金优秀青年科学基金项目、教育部“新世纪优秀人才支持计划”及多项国际课题。负责讲授各个层次的供应链管理和运营管理课程。