Coordination of the traditional and the online channels for a short-life-cycle product
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- 作者：Linghong Zhang<sup>asup><sup> ; sup><sup>zhanglinghong2005@126.comsup> ; Jingguo Wang<sup>bsup><sup> ; sup><sup>jwang@uta.edusup>
- 关键词：Decision analysis ; Pricing ; Dual channels ; Channel conflict ; Risk attitude
- 刊名：European Journal of Operational Research
- 出版年：2017
- 出版时间：16 April 2017
- 年：2017
- 卷：258
- 期：2
- 页码：639-651
- 全文大小：1504 K
- 卷排序：258
文摘
A retailer coordinates the tradition and the online channels with proper pricing strategies and channel mix. The effect of return rate, service difference and risk attitude are examined. The time of introducing the online channel impacts the retailer's revenue. The retailer could adjust price difference of the two channels to mitigate channel conflict. The retailer's risk attitude influences its pricing strategies and sales revenue.