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论文类型：期刊论文

发表时间：2012-05-01

发表刊物：ICIC Express Letters

收录刊物：EI、Scopus

卷号：6

期号：5

页面范围：1329-1334

ISSN号：1881803X

摘要：The demand functions of hybrid channel are built based on consumer utility heterogeneity, and the pricing strategies are analyzed by game model under both the manufacturer and the retailer opening the e-channel in virtual trading community (referred to hereafter as VTC). Then they are compared with the traditional e-business direct selling channel operated independently by themselves (referred to hereafter as TEB) in order to explore the role of VTC. The result shows that the e-channel equilibrium prices are different under both the operation modes. After that the impacts of service cost parameters on equilibrium prices and demands are discussed under different service promoting strategies (i.e., promoting only in traditional channel or both traditional channel and VTC channel). It is found that the service promoting in traditional channel effectively alleviates competition threat from manufacturer's VTC channel, and the service promoting in VTC channel is beneficial to increase e-channel demands.