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战略顾客通过选择购买渠道和购买时段来达到剩余效用最大化。本文以制造商主导的双渠道供应链为基础,建立双渠道两个销售期的战略顾客选择模型,对顾客购买行为进行分析,结果表明战略顾客的选择情形受其对电子渠道产品的接受程度和对电子渠道的偏爱程度影响。
The strategic customer maximizes the remaining utility by choosing the buying channel and purchasing period. This paper builds a two-channel and two-period strategic customer selection model on the basis of manufacturer-led dual-channel supply chain and analyzes the customer purchase behavior. The results show that the selection of strategic customers is affected by their acceptance of electronic channel products and Affect the degree of preference for electronic channels.