考虑努力水平的网络零售商定价决策与渠道选择研究

doi:10.3969/j.issn.1007-7375.2021.01.001

摘要/Abstract

摘要： 研究了由两个竞争性网络零售商组成3种市场下的供应链最优决策问题。考虑零售商对自营产品销售的努力水平，得出制造商和零售商之间的均衡策略。若联营产品价格低于自营产品，平台模式可以消除“双重边际效应”的负面影响；若联营产品需求接近于自营产品，则网络零售商偏好平台模式；若联营产品需求较小或适中，则网络零售商偏好自营模式。结果表明，由网络零售商选择销售模式大多时候符合制造商利益，市场均衡结构与制造商偏好均衡结构发生冲突是由于制造商存在“搭便车”行为。

关键词: 网络零售商, 努力水平, 定价决策, 渠道选择, 博弈论

Abstract: A study is conducted on the optimal strategy of supply chain under three markets composed of two competitive retailers. By considering online retailers making great efforts to sell self-operated products, both e-retailers' equilibrium strategies are found. It shows that agency selling weakens the negative effects of double marginalization from reselling and leads to lower retail prices. E-retailers prefer agency selling when the base demand of joint products is close to that of self-operated products. When the base demand of joint products is low or medium, online retailers can benefit from choosing reselling. Results indicate that, the selection of selling formats by e-retailers is mostly what the manufacture prefers. The market equilibrium structure conflicts with the manufacturer's preference equilibrium structure mainly because manufacturers have a free-riding behavior.

Key words: online retailers, effort level, pricing strategy, channel selection, game theory

中图分类号:

刘盾, 宋慧玲, 聂佳佳. 考虑努力水平的网络零售商定价决策与渠道选择研究[J]. 工业工程, 2021, 24(1): 1-9,18.

LIU Dun, SONG Huiling, NIE Jiajia. A Research on the Pricing Strategy and Channel Selection of Online Retailers with Effort Level[J]. Industrial Engineering Journal, 2021, 24(1): 1-9,18.

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