Research On Pricing Policies Of Dual-channel Supply Chain Based On Consumer Perceived Value

Popularity of e-commerce rapid development of the Internet to the whole society has brought great,revolutionary change,some change or even subversive.A large number of manufacturers to retain under the existing line distribution channels have opened online,while direct sales channels,strive for a more efficient way to compete for customers,expand their market size.However,the impact of interest structure of open channels online retailers is huge,especially because the two sides compete in different channels of product pricing has become increasingly complex and demanding.From the perspective of the consumer perceived value,in-depth study of the pricing problem under the influence of consumer dual-channel supply chain.Firstly,the perceived value for consumers as well as dual-channel supply chain management,especially in terms of pricing literature are summarized and reviewed,and the value of consumer perception factors,the characteristics of the theoretical model of consumers shopping the Internet environment and supply chain pricing He made a systematic analysis;Secondly,both from the theoretical and measure consumer perception of the value of a detailed analysis of the relationship between the past,the classic study of both consumer utility,after clarifying the link between the two,drawing on consumer utility function model,constructed the Internet environment under consumers perceive the value of the mathematical model;Again,by the consumer perceived value model gradually deduced market demand function and profit function under different channels using Stackelberg game model on the basis of systematic analysis of the pricing strategies dual-channel supply chain manufacturers and retailers,the two sides pointed out the competition equilibrium and the impact of the game on the equilibrium of the relevant parameters,and manufacturers and retailers provide reasonable suggestions;At last concluded the deficiencies of this study and future research directions set forth from four aspects.