双边市场下我国连锁业态定价策略研究

发布时间：2018-01-10 05:12

本文关键词：双边市场下我国连锁业态定价策略研究　出处：《云南大学》2015年硕士论文　论文类型：学位论文

【摘要】：根据近些年我国连锁经营协会的统计结果表明,随着网络零售、供应商自建平台以及各种专业、专卖店的快速发展分散了购物平台。虽然连锁零售每年消费规模不断增大,但是近三年的同比增长率却有所回落,相比之下,网上零售却历年上增。因此,对于竞争强烈的大型连锁零售实体店来说,如何采用有效的定价策略及服务,提高平台交易率是平台企业运营商的经营重点之一。本文就以我国大型实体连锁零售平台为研究对象,从双边市场理论出发研究对供应商和消费者的定价策略问题。第一,在垄断和竞争两种市场形态下,引进质量因素(内生质量因素与外生质量因素)以及消费者偏好,分别建立动态博弈模型,讨论双边用户的定价策略以及平台质量定位,首先得出了在垄断市场下双边用户以及平台运营商效用最大时的定价策略,分析了各影响因素变化时对价格的影响；其次,在竞争市场形态下得出两个竞争的运营商采取具有差异性服务平台定位才是最优选择,并求解了使双方用户效益最大化下的最优定价和平台利润函数,分析了各因素变化时对定格策略的影响。第二,在其他因素不变的情况下对双边用户的收费分别用价格歧视作了进一步的讨论,首先,对供应商实行三级价格歧视收费,通过单一价格与歧视价格下平台运营商利润以及供应商剩余效用的比较得出采用价格歧视会使收益更大的结论。其次,平台与供应商站在同一角度对商品进行定价,先用动态博弈得出每个子市场的均衡定价情况,然后取任意一个市场i对它的一般固定优惠折扣率作了分析,并证明了折扣率在三段需求下的取值范围。
[Abstract]:According to the statistical results of China's chain Management Association in recent years, with the network retail, suppliers build their own platform as well as a variety of professional. The rapid development of specialty stores scattered the shopping platform. Although the annual consumption of retail chain has been increasing, but the growth rate of the last three years has dropped, by contrast, online retail has increased in the past years. How to use effective pricing strategy and service to improve the platform transaction rate is one of the key points of the platform operators for the large chain retail physical stores with strong competition. This paper studies the pricing strategies of suppliers and consumers from the perspective of bilateral market theory. Firstly, under the two market patterns of monopoly and competition. By introducing quality factors (endogenous quality factors and exogenous quality factors) as well as consumer preferences, dynamic game models are established to discuss pricing strategies and platform quality positioning of bilateral users. First of all, the pricing strategy of the two-sided users and platform operators when the utility of the platform operator is the maximum under the monopoly market is obtained, and the influence of the influence factors on the price is analyzed. Secondly, in the competitive market form, it is the optimal choice that two competitive operators adopt different service platform positioning, and solve the optimal pricing and platform profit function under the maximization of user benefit. This paper analyzes the influence of various factors on the fixed strategy. Secondly, the pricing discrimination of bilateral users is further discussed in the case of other factors. Through the comparison of the platform operator profit and the residual utility of the supplier under the single price and the discriminatory price, the conclusion that the price discrimination will make the profit bigger. Secondly. The platform and the supplier stand in the same angle to price the commodity. First, the equilibrium pricing of each sub-market is obtained by dynamic game, and then the general fixed discount rate is analyzed by taking any market I. The value range of discount rate in three-stage demand is proved.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7

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