双寡头跨境电商APP平台产品价格博弈分析

发布时间：2018-11-21 15:02

【摘要】：近年来移动互联网带动了跨境电商的迅猛发展。那么,研究跨境电商平台如何进行产品价格博弈才能获得效益最大化,这一问题具有现实意义。本文用伯川德模型理论和数值模拟的方法对双寡头跨境电商APP平台产品价格博弈进行分析。分析了根据上一期的价格,下一期的价格和价格调整速率、跨境电商APP平台爆款产品的替代率、产品的爆款程度对另一平台的溢出效应等因素的关系得出:跨境电商APP平台产品价格的调整速度不能过快;平台可以主打爆款产品增加效益,同时对价格的调整拥有更大的灵活性;平台引入的爆款产品的溢出效应对平台的收益也有一定的影响。由此给跨境电商平台管理者决策提供依据,从而避免市场陷入无序的竞争。
[Abstract]:In recent years, the mobile Internet has driven the rapid development of cross-border e-commerce. Therefore, it is of practical significance to study how to carry out the product price game to maximize the benefit of cross-border e-commerce platform. In this paper, the price game of duopoly cross-border e-commerce APP platform is analyzed by using Bertrand model theory and numerical simulation method. According to the price of the previous issue, the price of the next issue and the rate of price adjustment, the substitution rate of the popular style products of the cross-border e-commerce APP platform is analyzed. The relationship between the popularity of products and the spillover effect of another platform shows that: the price adjustment speed of cross-border e-commerce APP platform products can not be too fast; The platform can increase the benefit of the popular style products, at the same time, it has more flexibility to adjust the price; the spillover effect of the popular style products introduced by the platform also has a certain impact on the income of the platform. This provides a basis for decision-making on cross-border ecommerce platforms, thus avoiding the market from falling into disorderly competition.
【作者单位】：广东工业大学经济与贸易学院;
【基金】：国家自然科学基金资助项目“不完全信息模式广义马尔科夫跳跃系统的微分博弈理论及应用”(7157010535) 高水平大学建设项目:“基于不完全信息广义线性马尔科夫跳跃系统微分博弈模型的资本外流分析”(262523691),“DC型企业年金最优资产配置和给付方案的微分博弈模型研究(50010102)” 广东省教育厅普通高校特色创新类项目:“委托投资组合管理中的激励合约设计:基于风险约束视角”(2015WTSCX014)
【分类号】：F724.6

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