基于多主体的网上市场价格离散仿真研究

发布时间：2018-04-25 14:26

本文选题：网上市场 + 价格离散　；参考：《湖南大学》2016年硕士论文

【摘要】：价格离散是同一市场上不同卖家、同质商品的价格分布,是市场信息流动状况、交易成本及企业定价策略的综合体现,也是市场效率的风向标。基于网络信息传递特征的把握,人们认为电子商务市场较传统线下交易市场具有更高的效率和更低的市场摩擦,能够有效地降低消费者的信息搜索与交易成本,使得市场价格离散趋于收敛。然而伴随着电子商务的发展,国内外的实证研究表明,网上市场的价格离散并没有因为消费者信息搜索成本降低而减弱,这与理论界的预期相悖。首先,本文总结了传统市场基于信息搜寻理论的理论研究成果以及网上市场价格离散实证分析结论,反思了传统的基于搜寻理论的静态均衡价格离散解释的局限性。然后,本文对网上市场价格离散机制进行了理论分析,基于演化博弈的动态机制和学习规则,构建了零售商竞争博弈模型、消费者零售商博弈模型和随机个体学习模型。最后运用仿真平台对模型进行仿真,输出市场主体策略调整及市场价格离散的演化趋势,并分析市场特征、零售商策略和消费者行为对市场价格离散的影响。仿真结果表明：网上市场价格趋于离散,并最终在某一离散水平达到稳定均衡。零售商策略的差异化是市场价格离散的根本原因。市场上零售商数量越多,市场平均价格水平越低,但均衡价格离散度越高。消费者的数量对市场价格离散没有显著影响。零售商服务和品牌存在差异时,消费者搜寻效率越高,市场价格离散度反而越大。零售商数量对消费者搜寻效率与市场价格均衡的关系具有负向调节效应。
[Abstract]:Price dispersion is the price distribution of different sellers and homogeneous commodities in the same market. It is the comprehensive embodiment of market information flow, transaction cost and enterprise pricing strategy, and it is also the wind vane of market efficiency. Based on the characteristics of network information transmission, it is considered that the electronic commerce market has higher efficiency and lower market friction than the traditional offline trading market, which can effectively reduce the information search and transaction costs of consumers. The market price dispersion tends to converge. However, with the development of electronic commerce, empirical studies at home and abroad show that the price dispersion of online market is not weakened by the lower cost of consumer information search, which is contrary to the expectation of the theoretical circle. Firstly, this paper summarizes the theoretical research results of traditional market based on information search theory and empirical analysis of price discretization in online market, and reflects on the limitations of traditional static equilibrium price discretization interpretation based on search theory. Based on the dynamic mechanism and learning rules of evolutionary game, this paper constructs retailer competition game model, consumer retailer game model and stochastic individual learning model. Finally, the simulation platform is used to simulate the model, to output the evolution trend of market agent strategy adjustment and market price dispersion, and to analyze the influence of market characteristics, retailer strategy and consumer behavior on market price dispersion. The simulation results show that the price of the online market tends to be discrete and finally reaches a stable equilibrium at a certain discrete level. The difference of retailer strategy is the fundamental reason of market price dispersion. The more retailers in the market, the lower the market average price level, but the higher the equilibrium price dispersion. The number of consumers has no significant effect on market price dispersion. When there are differences between retailers' services and brands, the higher the search efficiency is, the greater the market price dispersion is. The number of retailers has a negative adjustment effect on the relationship between consumer search efficiency and market price equilibrium.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F726

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