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风险喜好型零售商主导的双渠道定价策略研究(英文).docx

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风险喜好型零售商主导的双渠道定价策略研究(英文) Title:BimodalPricingStrategyDominatedbyRetailerswithRiskPreference Abstract: Pricingstrategyisanessentialaspectofbusinessoperations,particularlyintheretailindustry.Theconventionalapproachtopricingistosetasinglepriceforaproductorserviceacrossallchannels.However,thispricingstrategymaynotbeoptimalinallcases,especiallywhentheretailershaveariskpreference.Inthisstudy,weexplorethebimodalpricingstrategydominatedbyriskpreference-typeretailersusingatheoreticalmodel.Ourresultsindicatethatabimodalpricingapproachcanbeanefficientwaytoincreaserevenueandprofitwhilemitigatingtherisksassociatedwithonepricingstrategy. Introduction: Pricingisacrucialcomponentofbusinessoperations,asitservesasoneoftheprimarymeansofgeneratingrevenueandprofit.However,settingasinglepriceforaproductorserviceacrossallchannelsmaynotbeoptimal,asitcouldresultinmissedopportunitiesforadditionalrevenue.Retailers,inparticular,maybebettersuitedtoadoptabimodalpricingstrategythatintegratesbothhigh-riskandlow-riskpricingapproaches.Inthisstudy,weexaminetheadvantagesofabimodalpricingstrategydominatedbyriskpreference-typeretailers. LiteratureReview: Theconceptofbimodalpricinghasgarneredconsiderableattentioninrecentyears,asithasbeenshowntooffersignificantrevenueandprofitgainscomparedtothesingle-pricingmethod.Bimodalpricinginvolvessettingahighpriceforaproductorservicethroughonechannel,andalowpricethroughanother.Thisapproachhasbeensuccessfullyadoptedbyseveralindustries,includinge-commerce,telecommunication,andtransportation.However,therehasbeenlimitedresearchontheimpactofretailers'riskpreferencesonbimodalpricingstrategy. Methodology: Inthisstudy,weproposeatheoreticalmodeltoexploretheimpactofretailers'riskpreferenceonbimodalpricingstrategy.Themodelconsidersthreefactorsthataffectpricingstrategy:channeldifferentiation,riskpreference,andcompetition.Themodelassumesthatretailersareeitherrisk-averseorrisk-seeking,andeachchannelmayhavedifferentlevelsofrisk.Wemodelthepricingdecisionsfortwochannels:anonlinechan