ABSTRACT Omni-channel supply chains provide customers with increased convenience to experience products and gather price information. Having more information under omni-channel retailing means customers can strategically choose where to purchase (which retail channel) and when to purchase (purchase now or later), which makes channel integration a challenge for omni-channel retailers. This paper focuses on the joint pricing optimization for omni-channel retailers. Specifically, we propose a randomized pricing strategy for omni-channel retailers by considering manufacturer’s wholesale price, customers’ discrepant perception between two channels, and customers’ strategic-waiting behavior. Under this strategy, while the retailer offers a fixed price in the offline channel, it may randomly provide a discount according to a preset probability in the online channel to discriminate between customers and gain more profit. This study explores how the manufacturer’s wholesale price and strategic customer behavior affect the randomized pricing strategy and profits for both omni-channel retailer and manufacturer. We show that if a randomized pricing strategy exists, it can benefit both the retailer and manufacturer. Finally, hiding the promotion probability is not always beneficial to the retailer. However, the retailer can benefit from price differentiation. Therefore, this study also provides guidelines to develop effective pricing strategies for omni-channel retailing.

中文翻译：

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全渠道零售的综合随机定价策略

摘要 全渠道供应链为客户体验产品和收集价格信息提供了更多便利。在全渠道零售下拥有更多信息意味着客户可以战略性地选择购买地点（哪个零售渠道）和何时购买（现在或以后购买），这使得渠道整合成为全渠道零售商的挑战。本文重点研究全渠道零售商的联合定价优化。具体而言，我们通过考虑制造商的批发价格、客户对两种渠道之间的差异感知以及客户的战略等待行为，为全渠道零售商提出了一种随机定价策略。在这种策略下，虽然零售商在线下渠道提供固定价格，可以在在线渠道中根据预设的概率随机提供折扣，以区分客户，获取更多利润。本研究探讨了制造商的批发价格和战略客户行为如何影响全渠道零售商和制造商的随机定价策略和利润。我们表明，如果存在随机定价策略，它可以使零售商和制造商都受益。最后，隐藏促销概率并不总是对零售商有利。但是，零售商可以从价格差异中受益。因此，本研究还为为全渠道零售制定有效的定价策略提供了指导。本研究探讨了制造商的批发价格和战略客户行为如何影响全渠道零售商和制造商的随机定价策略和利润。我们表明，如果存在随机定价策略，它可以使零售商和制造商都受益。最后，隐藏促销概率并不总是对零售商有利。但是，零售商可以从价格差异中受益。因此，本研究还为为全渠道零售制定有效的定价策略提供了指导。本研究探讨了制造商的批发价格和战略客户行为如何影响全渠道零售商和制造商的随机定价策略和利润。我们表明，如果存在随机定价策略，它可以使零售商和制造商都受益。最后，隐藏促销概率并不总是对零售商有利。但是，零售商可以从价格差异中受益。因此，本研究还为为全渠道零售制定有效的定价策略提供了指导。零售商可以从价格差异中受益。因此，本研究还为为全渠道零售制定有效的定价策略提供了指导。零售商可以从价格差异中受益。因此，本研究还为为全渠道零售制定有效的定价策略提供了指导。