纸质书与电子书双渠道供应链定价与契约选择策略

doi:10.3969/j.issn.1007-7375.2020.05.005

摘要/Abstract

摘要： 为研究纸质书与电子书的定价与出版商契约选择策略，基于博弈理论构建以契约组合为联结方式的四类图书双渠道供应链模型。研究表明，纸质书与电子书价格是替代率、单位版税成本的增函数，与买断成本无关。当版税成本较小时出版商选择版税契约，否则选择买断契约；当分成比例较小时出版商选择代理契约，否则选择批发契约。图书替代率越小出版商越偏爱版税契约和代理契约，图书替代率越大出版商越偏爱买断契约和批发契约。

关键词: 纸质书, 电子书, 双渠道供应链, 定价, 契约选择

Abstract: In order to study pricing for p-books and e-books and contract selection strategy for the publisher, based on game theory, the four kinds of books dual-channel supply chain are modeled by contract portfolios. The results show that the prices of p-books and e-books are increasing functions of book substitution rate and unit royalty cost and are independent of buyout cost. When royalty costs are smaller, the publisher should choose royalty contract or else choose buyout contract. When share ratios are lesser, the publisher should select agency contract or else select wholesale contract. As the book substitution rate is lower, the publisher prefers royalty contract and agency contract. Otherwise, the publisher prefers buyout contract and wholesale contract.

Key words: p-books, e-books, dual-channel supply chain, pricing, contract selection

中图分类号:

F274

周宝刚, 刘思雯, 张丽凤. 纸质书与电子书双渠道供应链定价与契约选择策略[J]. 工业工程, 2020, 23(5): 36-45.

ZHOU Baogang, LIU Siwen, ZHANG Lifeng. Pricing and Contract Selection in Dual-channel Supply Chain for P-books and E-books[J]. Industrial Engineering Journal, 2020, 23(5): 36-45.

参考文献

[1] HO H Y, WANG L W, CHENG H J. Authors, publishers, and readers in publishing supply chain: the contingency model of digital contents production, distribution, and consumption[J]. Systems Engineering Procedia, 2011, 2: 398-405
[2] MAXIM A, MAXIM A. The role of e-books in reshaping the publishing industry[J]. Procedia - Social and Behavioral Sciences, 2012, 62: 1046-1050
[3] BOUNIE D, EANG B, SIRBU M, et al. Superstars and outsiders in online markets: An empirical analysis of electronic books[J]. Electronic Commerce Research and Applications, 2013, 12(1): 52-59
[4] 丁希如. 图书定价制度比较研究[J]. 中国出版, 2011(3): 43-45
[5] 陈凤兰. 国外图书定价制度: 历史、内容与启示[J]. 现代出版, 2014(5): 78-80
[6] 程海燕, 魏晓云, 杨庆国. 社会效用优化视角下的图书定价制度选择模型[J]. 系统管理学报, 2014, 23(3): 410-415
CHENG Haiyan, WEI Xiaoyun, YANG Qingguo. Book pricing system selection model from the perspective of social utility optimazation[J]. Journal of Systems & Management, 2014, 23(3): 410-415
[7] 张大伟, 陈璞. 亚马逊为何主导美国电子书定价——兼论美国电子书的代理制和批发制之争[J]. 编辑学刊, 2014(2): 10-15
[8] 刘银娣. 我国电子书定价现状及模式探究[J]. 中国出版, 2014(8): 37-39
[9] 刘银娣. 中美电子书价格现状与定价制度比较研究[J]. 编辑之友, 2015(4): 105-108
[10] 刘晖. 电子书定价难题之解: 引入读者主体的定价机制[J]. 编辑之友, 2010(10): 39-41
[11] HUA G, CHENG T C E, WANG S. Electronic books: To “E” or not to “E”? A strategic analysis of distribution channel choices of publishers[J]. International Journal of Production Economics, 2011, 129(2): 338-346
[12] YU A, HU Y, FAN M. Pricing strategies for tied digital contents and devices[J]. Decision Support Systems, 2011, 51(3): 405-412
[13] CAI G G, DAI Y, ZHOU S X. Exclusive Channels and Revenue Sharing in a Complementary Goods Market[J]. Marketing Science, 2012, 31(1): 172-187
[14] MATSUI K. Asymmetric product distribution between symmetric manufacturers using dual-channel supply chains[J]. European Journal of Operational Research, 2016, 248(2): 646-657
[15] HSIAO L, CHEN Y-J. The perils of selling online: Manufacturer competition, channel conflict, and consumer preferences[J]. Marketing Letters, 2013, 24(3): 277-292
[16] 张喜征, 刘琛, 张人龙. 基于可替代产品竞争的双渠道供应链定价与协调[J]. 软科学, 2016, 30(3): 121-125
ZHANG Xizheng, LIU Chen, ZHANG Renlong. Pricing strategies and coordination in dual channel supply chain considering the product substitution[J]. Soft Science, 2016, 30(3): 121-125
[17] 李晓静, 艾兴政, 唐小我. 电子商务环境下交叉竞争供应链的渠道策略研究[J]. 管理学报, 2017, 14(3): 459-465
LI Xiaojing, AI Xingzheng, TANG Xiaowo. Research on channel strategy of cross competition supply chain under the enviroment of electronic commerce[J]. Chinese Journal of Management, 2017, 14(3): 459-465
[18] 谭佳音, 李波. 品牌竞争与渠道竞争共存时销售渠道选择策略[J]. 管理评论, 2012, 24(6): 74-82
TAN Jiayin, LI Bo. Study of manufacturers' channel selection strategy under both channel and brand competition[J]. Management Review, 2012, 24(6): 74-82
[19] 曹宗宏, 赵菊, 张成堂, 等. 品牌与渠道竞争下的定价决策与渠道结构选择[J]. 系统工程学报, 2015, 30(1): 104-114
CAO Zonghong, ZHAO Ju, ZHANG Chengtang, et al. Pring and channel structure selecting under brand competition and channel competition[J]. Journal of Systems Engineering, 2015, 30(1): 104-114
[20] 王晓锋, 凡友荣, 段永瑞, 等. 考虑品牌竞争的双渠道供应链定价策略研究[J]. 工业工程与管理, 2015, 20(3): 36-43
WANG Xiaofeng, FAN Yourong, DUAN Yongrui, et al. Pricing policies for a dual-channel supply chain under brand competition[J]. Industrial engineering and Management, 2015, 20(3): 36-43
[21] HAGIU A, WRIGHT J. Marketplace or reseller?[J]. Management Science, 2014, 61(1): 184-203
[22] HAO L, FAN M. An analysis of pricing models in the electronic book market[J]. MIS Quarterly, 2014, 38(4): 1017-1032
[23] 姜威, 许放. 基于批发定价模型的图书出版商分销渠道选择策略研究[J]. 科技与出版, 2015(6): 90-93
[24] DANTAS D C, TABOUBI S, ZACCOUR G. Which business model for e-book pricing?[J]. Economics Letters, 2014, 125(1): 126-129
[25] LI Y, LIN Z, XU L, et al. “Do the electronic books reinforce the dynamics of book supply chain market?”–A theoretical analysis[J]. European Journal of Operational Research, 2015, 245(2): 591-601
[26] 朱泽, 李玉海. 基于博弈论的纸质与电子书的定价策略[J]. 出版科学, 2019, 27(3): 65-69
ZHU Ze, LI Yuhai. The pricing strategy of books and e-books based on game theory[J]. Publishing Journal, 2019, 27(3): 65-69
[27] CAI G G. Channel selection and coordination in dual-channel supply chains[J]. Journal of Retailing, 2010, 86(1): 22-36
[28] ABHISHEK V, JERATH K, ZHANG Z J. Agency selling or reselling? channel structures in electronic retailing[J]. Management Science, 2015, 62(8): 2259-2280
[29] HUA G, WANG S, CHENG T C E. Price and lead time decisions in dual-channel supply chains[J]. European Journal of Operational Research, 2010, 205(1): 113-126
[30] LU Q, SHI V, HUANG J. Who benefit from agency model: A strategic analysis of pricing models in distribution channels of physical books and e-books[J]. European Journal of Operational Research, 2018, 264(3): 1074-1091