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Published in:
2015 | OriginalPaper | Chapter
A Study onthe Price Decisions of the Dual- Channel Composite Decision in B2C Mode
Authors : Haoxiong Yang, Wen Wang, Jindan Li, Jingrui Zhang
Published in: LISS 2014
Publisher: Springer Berlin Heidelberg
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Abstract
This paper studies the subject of pricing decisions of online dual-channel based on hybrid decisions wherein a manufacturer introduces direct online marketing channels beyond the traditional online retail channels. The purpose is to study how to balance the interests of different online channels and maximize the overall efficiency of the channel. Having considered both online channels’ satisfaction and the hidden costs of channel selection, by means of the demand function of both channels derived from a consumer utility and selection model, the author investigates the impacts of these two factors on the online dual-channel pricing decisions. This article also provides decision-making reference for the enterprises’ managers in the supply chain to develop optimal pricing strategies.