B2C平台企业捆绑销售的定价策略研究

发布时间：2019-04-16 11:32

【摘要】：淘宝、当当等B2C平台在当今经济社会生活中扮演者重要角色,已经成为人们日常生活不可或缺的一部分。近年来伴随着B2C平台的快速发展,如何才能在竞争中占据优势已经成为众多B2C平台管理者需要思考的问题。而现实生活中B2C平台试图采用捆绑销售策略来提高自身竞争力的现象随处可见,例如京东商城对消费者实行的消费满39元免运费、天猫用户可以免费领取积分等。由此B2C平台采用捆绑销售策略后定价策略的改变开始引起了部分学者的关注。与传统产业相比,平台具有不同的价值链,它需要实现双边(或多边)之间的接触而获得利润。对于平台企业来说,由于交叉网络外部性的存在,使得平台企业可以通过扩大双边用户一边的用户数量,从而吸引更多的另一边用户加入平台。本文通过研究发现,捆绑销售策略可以影响平台企业的用户数量的变化,而用户数量的改变会导致B2C平台网络效应的变化,进而对平台的定价和利润产生影响。本文从双边市场的角度出发,将捆绑销售策略作为B2C平台企业发展的一种战略性决策来研究,利用博弈论模型来分析捆绑销售策略对B2C平台定价以及利润的影响。首先,本文通过对平台定价方式和定价影响因素的分析为接下来的的模型建立提供了依据；其次,通过建立模型分别研究了垄断结构下以及竞争结构下捆绑销售策略对B2C平台定价以及利润的影响,并探讨了用户单归属和多归属情形下B2C平台捆绑销售的定价策略；最后通过相关案例分析对模型的结果进行了验证。本文通过研究得出,捆绑销售策略会对平台的定价以及利润产生影响,而B2C平台的产品差异程度、网络外部性、被捆绑产品所产生的效用和成本也会对采用捆绑销售的B2C平台的定价产生影响。
[Abstract]:Taobao, Dangdang and other B2C platforms play an important role in today's economic and social life, and have become an indispensable part of people's daily life. In recent years, with the rapid development of B2C platform, how to occupy the advantage in competition has become a problem that many B2C platform managers need to think about. However, in real life, B2C platform tries to use bundled sales strategy to improve its competitiveness everywhere, such as JD.com Mall to consumer consumption of 39 yuan free freight, Tmall users can receive points free of charge, and so on. As a result, the change of pricing strategy after B2C platform adopts bundling strategy has attracted some scholars' attention. Compared with traditional industries, the platform has different value chains, it needs to achieve bilateral (or multilateral) contacts to make a profit. For platform enterprises, due to the existence of cross-network externalities, the platform enterprises can attract more users from the other side to join the platform by expanding the number of users on one side of the two sides. In this paper, it is found that the bundling strategy can affect the change of the number of users in the platform enterprises, and the change of the number of users will lead to the change of the network effect of the B2C platform, which in turn will affect the pricing and profit of the platform. From the point of view of bilateral market, this paper studies the bundling strategy as a strategic decision of the development of B2C platform, and uses the game theory model to analyze the impact of bundling strategy on the pricing and profit of B2C platform. First of all, this paper provides the basis for the establishment of the next model by analyzing the pricing mode and the influencing factors of the platform pricing. Secondly, the influence of bundling strategy on the pricing and profit of B2C platform under monopolistic structure and competitive structure is studied, and the pricing strategy of B2C platform bundled sale under single ownership and multiple ownership is discussed. Finally, the results of the model are verified by case studies. Through the research, this paper concludes that the bundling strategy will affect the pricing and profit of the platform, and the degree of product difference and the network externality of the B2C platform, The utility and cost of the bundled product will also have an impact on the pricing of the bundled B2C platform.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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