Abstract: Under the rapid development of Internet,the model in dual-channel supply chain was constructed based on consumer value theory as well as considering consumers free-riding rate and switching cost.The optimal pricing strategy and profits of manufacturer and retailer in decentralized decision-making were compared.Besides,the influence of switching cost on price,demand and profit was analyzed.The research showed that the market was stimulated by free-riding behavior,the overall demand was enhanced,and both of manufacturer's and retailer's profits were likely to be promoted.Two factors of free-riding rate and switching cost brought the similar pattern for the influence towards manufacturer and retailer in their marketing gambling behavior.

Key words: dual-channel, free-riding, switching cost, pricing strategy

摘要： 针对互联网迅速发展下传统的零售渠道与网络直销渠道并存的双渠道模式,基于消费者效用理论,考虑搭便车的消费者比率和消费者转移成本建立模型。比较了分散式决策下制造商和零售商的最优定价策略与利润,分析了转移成本对价格、需求及利润的影响趋势。研究发现,搭便车现象刺激了市场,不但提升了整体需求,而且使制造商和零售商的利润都得到提升;搭便车比率与转移成本对制造商和零售商的市场博弈行为有重要影响,且这两个因素带来的影响具有相似之处。

关键词: 双渠道, 搭便车, 转移成本, 定价策略