Research on Pricing Strategy of Dual-Channel Retailers from the Perspective of Consumer Preference

DOI

10.2991/978-94-6463-210-1_37How to use a DOI?

Keywords

Subjective channel preference; Dual-channel; Reasonable pricing; MNL Model

Abstract

Aiming at the channel equilibrium problem in the retail market, this paper considers consumers’ subjective purchase channel preference, Based on the different subjective channel preferences of consumers for online platforms and offline channels, this paper introduces the factor of subjective preference to describe the profit model. On this basis, the MNL (Multinominal Logit) model is used to describe consumers’ choice behavior and establish an optimal profit model established to study the retailer’s profit maximization through reasonable pricing under the background of dual channels, and helps the retailer grasp the change of channel selection proportion under different cost ranges, and gives practical management suggestions.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - TingTing Jiao
AU  - YingHui Wu
PY  - 2023
DA  - 2023/07/25
TI  - Research on Pricing Strategy of Dual-Channel Retailers from the Perspective of Consumer Preference
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 284
EP  - 290
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_37
DO  - 10.2991/978-94-6463-210-1_37
ID  - Jiao2023
ER  -