Retailer’s Pricing and Channel Selection under E-Commerce Environment

Conference paper
Part of the Advances in Intelligent and Soft Computing book series (AINSC, volume 161)

Abstract

In this paper, we investigated a monopoly manufacture use traditional retail channels and internet channels to sell products. Customers are heterogeneous in preference for sale channel use. Customers are divided into fashion customers and traditional customers. Using utility theory we established customer’s purchase decision models. Retailer’s profit maximization as the objective function, combined with the customer channel choice factors, the strategy of retail channels choice and product pricing were proposed.

Keywords

E-commerce customer preferences pricing distribution channels 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Webb, K.L.: Managing channels of distribution in the age of electronic commerce. Industrial Marketing Management 31(2), 95–102 (2002), doi:10.1016/s0019-8501(01)00181-xCrossRefGoogle Scholar
  2. 2.
    Zehr, D.: Dell to close all U.S. kiosks as it moves PCs into stores. Austin American Statesman (January 31, 2008)Google Scholar
  3. 3.
    Agatz, N.A.H., Fleischmann, M., van Nunen, J.A.E.E.: E-fulfillment and multi-channel distribution- a review. European Journal of Operational Research 187(2), 339–356 (2008), doi:10.1016/j.ejor.2007.04.024MATHCrossRefGoogle Scholar
  4. 4.
    Zhang, X.B.: Retailer’s multichannel and pricing advertising strategies. Marketing Science 28(6), 1080–1094 (2009), doi:10.1287/mksc.1090.0499CrossRefGoogle Scholar
  5. 5.
    Zhao, L.Q., Guo, Y.J.: A review on multi-channel distribution system based on B2C E-commerce. Management Review 22(2), 69–78 (2010) (in Chinese)Google Scholar
  6. 6.
    Yoo, W.S., Lee, E.: Internet channel entry: a strategic analysis of mixed channel structures. Marketing Science, Article in Advance (2010), doi:10.1287/mksc.1100.0586Google Scholar

Copyright information

© Springer-Verlag GmbH Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.School of BusinessTianjin Polytechnic UniversityTianjinChina
  2. 2.Tianjin Institute of Pharmaceutical ResearchTianjinChina

Personalised recommendations