考虑公平分配的全渠道服务商定价决策研究
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中南大学

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F273

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国家自然科学基金项目(71871230);国家自然科学基金重大项目(71991463)


Research on pricing decision of omni-channel service providers considering fair allocation
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Central South University

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    摘要:

    随着移动互联网的发展,基于本地服务的全渠道运营模式被广大服务运营商和消费者所接受。对于有限服务能力的服务商在全渠道运营的过程中,需要考虑其服务能力在不同渠道中的公平分配。本文针对同时运营实体和O2O渠道的服务商进行研究,探索考虑公平的服务商不同分配机制下的渠道定价及分配策略的选择。通过消费者效用模型的构建,刻画消费者的渠道选择行为,研究不同渠道偏好市场中线性分配和加权平均分配机制下的服务定价策略以及服务商的最优分配策略。结果表明,在加权平均分配机制下,虽然企业服务能力有限,但是一味扩充企业的服务能力未必能够增加企业的利润;当服务商服务能力较小时,若服务商对渠道偏好的权重较低时,线性分配机制是服务商的最优分配策略,反之,加权平均分配机制为最优。

    Abstract:

    With the development of the mobile Internet, the omni-channel operation model based on local services has been accepted by the majority of service providers and consumers. For service providers with limited service capability, it is necessary to consider the fair allocation of their service capability among different channels. This paper focuses on the service providers with limited service capacity that operate both physical and O2O channel, and explores the channel pricing and service capacity allocation strategies under different allocation mechanisms considering fairness. Through the construction of the consumer utility model, the channel selection behavior of consumers is characterized, and the service pricing strategy under the linear allocation and weighted average allocation mechanism in different channel preference markets and the optimal allocation of service providers are studied. The results show that under the weighted average allocation mechanism, although the service capability is limited, the expansion of the service capacity of the firm may not increase the profit of the service provider; when the service provider’s service capability is small, if the weight of the service providers to channel preference is low, the linear allocation mechanism is the optimal allocation strategy of the service providers, and vice versa, the weighted average allocation mechanism is the optimal mechanism.

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  • 收稿日期:2020-03-08
  • 最后修改日期:2021-07-19
  • 录用日期:2021-07-29
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