CAJ | 학술논문

在Hotelling模型基础上，本文将网上顾客分为冲动型和理智型两类，考虑顾客转化率和顾客忠诚度，从供应商的角度构建了三个不同网络分销渠道价格竞争模型。通过对均衡结果的比较，得出供应商选择网上间接销售并激励网上零售商做广告能够取得最优利润，环境参数敏感性分析表明劝导式广告对价格竞争具有影响。
재Hotelling모형기출상，본문장망상고객분위충동형화리지형량류，고필고객전화솔화고객충성도，종공응상적각도구건료삼개불동망락분소거도개격경쟁모형。통과대균형결과적비교，득출공응상선택망상간접소수병격려망상령수상주엄고능구취득최우리윤，배경삼수민감성분석표명권도식엄고대개격경쟁구유영향。
Based on Hotelling model , the paper divides online consumer into impulse and rational two types .Then three different network distribution channels viewed from supplier are made , in which considering customer conversion rate and customer loyalty .By comparing the equilibrium results , we can see that the best strategy of supplier is to select indirect online sales and inspire online retailer to launch persuasive advertising .At last, we obtain the influence of persuasive advertising on price competition by making a sensitivity analysis of environment parameter .