关键词: 电商平台, 混合模式, 行为定价策略, 渠道效率

Abstract: To explore how to use customer Behavior-Based Pricing (BBP) for electronic retailer,by considering the difference of channel efficiency between distribution mode and platform mode under electronic retailer's hybrid sales mode,and the influence of channel efficiency on electronic retailer's BBP was researched.Moreover,the influence of BBP on retail prices,profits,consumer surplus and social welfare were also investigated.The research showed that when the retail of agency selling was greater inefficient relative to reselling,the retailer's optimal strategy would use BBP to price highly to past customers and price lowly to new customers in the second period.When the retail of agency selling was a little inefficient relative to reselling,the retailer would not use BBP to price discriminate between past and new customers.In addition,no matter what the efficiency difference between the reselling and the agency selling was,the BBP would increase consumer surplus.Furthermore,the retailer's BBP would not increase social welfare only if there was no different in channel efficiency between the reselling and the agency selling;otherwise,the BBP would increase social welfare.

Key words: electronic retailer, hybrid model, behavior-based pricing, channel efficiency