随着我国冷链运输体系的日益完善,乳制品的双渠道销售体系已搭建成熟,但现有定价机制并未考虑线上和线下渠道的销售成本差异以及线上渠道的不确定随机需求,导致两个渠道间的需求存在价格替代效应.基于此,本文构建基于质量损失和价格的联合随机需求函数,建立分散决策和集中决策下的利润最大化模型并求解最优均衡解,分析一次性出清折扣策略的最优折扣率设计方案.研究结果表明,乳制品企业应在产品过期前采取一次性出清折扣模式来获取更高收益,不同渠道的折扣策略选择会因企业的市场地位存在显著差异.对一般企业而言,线上折扣要大于线下,但龙头企业可利用混合定价销售策略,采取线上折扣小于线下折扣的反向定价策略,避免陷入线上渠道的红海战略陷阱;以消费者效用最大化为目标时,企业应利用高效的配送效率来制定高位定价,以物流品质间接提高产品价值感知.
With the improvement of cold chain transportation system,the dual-channel sup-ply chain of dairy products has been built maturely.But the existing pricing mechanism does not take into account the difference in sales cost between online and offline channels and the uncer-tain random demand of online channels,resulting in the price substitution effect between the two channels.Aiming at the product pricing problem based on quality loss under the dual-channel supply chain model of dairy products in the environment of random market demand,a joint sto-chastic demand function based on mass loss and price is constructed,a profit maximization mod-el is established under the decentralized and centralized decision-making scenarios and optimal equilibrium solutions are solved as well as the optimal design of the discount rate for the one-off clearing discount strategy is analyzed.The results show that dairy firms should take a one-off clearing discount model before products'shelf life to obtain higher revenue and the choice of discount strategy for different channels will be significantly different depending on the market position of the firms.For general dairy enterprises,the online discount should be greater than the offline,whereas leading enterprises may take a reverse pricing strategy that the online dis-count of their products is less than offline discounts to avoid falling into the pitfalls of the low-price strategy in the online channels.Dairy enterprises should prompt the delivery efficiency which will indirectly improve product value perception with logistics quality,then achieve the goal that maximizing customs'utility to accept the higher price.