基于消費(fèi)者行為定價(jià)下制造商渠道選擇策略研究

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中圖分類號(hào)：F274 文獻(xiàn)標(biāo)志碼：A DOI： 10.13714/j.cnki.1002-3100.2025.08.020

Abstract： The phenomenon of behavior-based pricing （BBP）is becoming more and more common in the e - commerce environment.The paper constructs a network channel decision-making modelcomposed ofa manufacturer and a composite e-commercepatformandconsiderstwosituations：themanufacturerestablishesanonlinedirectsaleschanneltoompeewith the composite e - commerce platform，and the manufacturer enters the composite e - commerce platform to compete. This paper analyzes the changes in profits， consumer surplus and social welfare of manufacturers and composite e - commerce platformsunder theBBPstrategy.Theresultssowthatinbothases，themanufacurerwilloferlowerpricesfornewcustomers，ndteoposite e - commerce platform isalsowlingtosetalowerpriceforthenewcustomers inthefirstcase，butinthesecondcase，thepricing strategy of the composite e - commerce platform is mainly affected by the commission rate; in addition，the implementation of the BBP strategydoes notnecessrilyincreasethe profitsofdecisionmakers;throughthecompaisonofconsumersurplusadsocial welfare， it is found that the manufacturer's sales on the composite e - commerce platform is better than the manufacturer's self-built network direct saleschannel.

Key words： behavior-based pricing; two-stage dynamic game; channel selection

0引言

社會(huì)經(jīng)濟(jì)的發(fā)展豐富了消費(fèi)者的購(gòu)買選擇，也強(qiáng)化了企業(yè)抓取消費(fèi)者數(shù)據(jù)的能力。（剩余11700字）