关键词: 多渠道, 促销努力, 搭便车, 线上线下, 价格一致

Abstract: For the supply chain composed of an opening online channel manufacturer and a dual-channel retailer, considering the sales efforts of offline stores and the free-riding behavior of consumers, the pricing strategy is studied with the retailer-dominated Stackelberg game in the condition whether the online price is consistent. The results show that online price inconsistency is the best strategy for manufacturers and retailers when the basic market share of manufacturer’s online channels is large. When it’s small, both sides tend to have the online price decision, meanwhile, the retailer can accept the manufacturer to determine the online price if the manufacturer assumes part of the sales cost.

Key words: multi-channel, sales efforts, free-riding, online and offline, price consistent