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Herausforderungen beim Pricing im Multi-Channel-Retailing: Identifikation von Lösungsansätzen unter besonderer Berücksichtigung der Nachfragersicht
[Pricing challenges in multi-channel retailing: Identification of approaches with special consideration of the demand perspective]

Author

Listed:
  • Schüren-Hinkelmann, Andrea

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Ziehe, Nikola

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Das Pricing bei Multi-Channel-(MC)-Händlern ist durch Besonderheiten und Herausforderungen geprägt, für welche diese Arbeit einen Überblick bietet. Außerdem generiert sie Ansätze zur Lösungsfindung, wie ein langfristig erfolgreicher Umgang mit diesen identifizierten Aspekten aussehen kann. Bereits bei den allgemeinen Einflussfaktoren auf die Preissetzung existieren unter Einbeziehung der allgemeinen Eigenschaften des MC-Handels aus Nachfrager- und Anbietersicht Besonderheiten beim MC-Pricing. Aus dem sich daraus ergebenen Preis-Spannungsfeld in Kombination mit weiteren Besonderheiten können Herausforderungen und Dilemmata im MC-Pricing abgeleitet werden: Zum einen die „geringere Wettbewerbsfähigkeit durch ein höheres stationäres und Online-Preisniveau ohne die Möglichkeit, das Preisniveau einheitlich zu verringern“ und zum anderen die „Preissetzung im Spannungsfeld zwischen Abstimmung durch Einheitlichkeit und kanalbezogener Preisdifferenzierung“. Die Ergebnisse zeigen, dass die Notwendigkeit einer produktartenspezifischen Preissetzung besteht. Auf Grundlage dieser Erkenntnisse wurde ein Modell zur Identifikation von Ansätzen zur Lösungsfindung entwickelt, welches auf möglichen Unterschieden zwischen Produktarten und Kanälen aus Nachfragersicht basiert - hinsichtlich des Kundennutzens und der wahrgenommenen Preisfairness bei kanalbezogener Preisdifferenzierung. Mithilfe einer empirischen Überprüfung durch Conjoint-Analysen und Preisfairness-Einschätzungen untersucht der Beitrag die abgeleiteten Hypothesen und entwickelt erste Ansatzpunkte zur Umsetzbarkeit für die Praxis. Als Fazit wird MC-Händlern deutlich aufgezeigt, dass es Ansätze gibt, den bestehenden Dilemmata zu begegnen. MC-Pricing verlangt jedoch eine neue systematische Sichtweise, welche darauf abzielt, eine langfristige Balance im existierenden Preis-Spannungsfeld herzustellen. Der produktartenspezifische Ansatz zeigt dabei großes Potential für weitere Forschungsbereiche auf.

Suggested Citation

  • Schüren-Hinkelmann, Andrea & Ziehe, Nikola, "undated". "Herausforderungen beim Pricing im Multi-Channel-Retailing: Identifikation von Lösungsansätzen unter besonderer Berücksichtigung der Nachfragersicht [Pricing challenges in multi-channel retailing: I," Duesseldorf Working Papers in Applied Management and Economics 45, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:45
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Conjoint-Analyse; Multi-Channel-Pricing; Multi-Channel-Retailing; Pricing;
    All these keywords.

    JEL classification:

    • D4 - Microeconomics - - Market Structure, Pricing, and Design

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