Research On The Price Differentiation And Channel Collaborative Strategy Of The Online And Offline Retailer

With the development of e-commerce,many traditional retailers attempt to expand online channels on the base of the traditional channels to achieve the online and offline channel operations to be more competitive.The price conflict between online and offline channels is a key factor affecting the online and offline operations for the difference of the cost and consumer experience between online and offline channels,the lack of experience and so on.The paper considering the ‘left-right hands competing' condition analysis the coordination efficiency of the same price strategy and the different price strategy the online and offline channel retailer took.The results show that the same price strategy is the optimal in the ideal case while the different price strategy is more practical.Therefore,we put forward three kinds of optimization strategies on the base of the different price strategy: the different price strategy of homogeneous products bundled online,the different price strategy of complementary products bundled online,the different price strategy of products and service bundled online.We then analysis the efficiency and prerequisites of different pricing strategies applied on online and offline channels which influence the operation of retailer between online and offline channels.To study the optimal pricing strategy and the suitability conditions and coordination of the online and offline retailer,we set up three kinds of model,the different price strategy of homogeneous products bundled online model,the different price strategy of complementary products bundled online model,the different price strategy of products and service bundled online model.The results show that the different price strategy is more practical and the online and offline retailer should take different price strategy to achieve the channel balance.