Optimal Pricing under The Consumer Segmentation in Dual Channel Supply Chain
- 10.2991/emeeit-15.2015.99How to use a DOI?
- Consumer Segmentation; Online Intermediary; Dual Channel; Optimal Pricing
Based on the fast development of E-commerce and heterogeneity of consumer behavior, in this paper, we develop a hierarchical selection model characterizing consumers’ acceptance of online channel, and then study the optimal pricing strategy of suppliers in a dual channel supply chain. We conclude that the supplier should actively communicate with the online intermediaries for cooperation to improve customers' online shopping experience. For the online intermediaries, they should not only focus on improving consumer acceptance of online channels, but should strive to improve their product diversity, which will increase the proportion of type-primary consumers.
- © 2015, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Xiaoyu Zhu AU - Yanyi Xu AU - Tijun Fan PY - 2015/11 DA - 2015/11 TI - Optimal Pricing under The Consumer Segmentation in Dual Channel Supply Chain BT - Proceedings of the 2015 International conference on Engineering Management, Engineering Education and Information Technology PB - Atlantis Press SP - 512 EP - 516 SN - 2352-538X UR - https://doi.org/10.2991/emeeit-15.2015.99 DO - 10.2991/emeeit-15.2015.99 ID - Zhu2015/11 ER -