基于Spokes模型的标价不透明销售双渠道寡头竞争策略

发布时间：2018-03-16 11:42

本文选题：电子商务　切入点：标价不透明销售　出处：《系统工程理论与实践》2017年04期 　论文类型：期刊论文

【摘要】：不透明销售(opaque sale)是近年来电子商务中一种流行的商品分销模式.针对卖方定价式(标价)不透明分销模式(posted-price opaque sale),建立了单一直销渠道和直销与标价不透明销售双渠道共存的寡头竞争模型,求解得出相应的市场均衡价格及均衡收益,并分析均衡成立的条件.研究结果表明,当市场中休闲型顾客对产品的估值或支付意愿较高时,双渠道销售模式可以有效地增加服务供应商的均衡收益·然而,对于与服务供应商合作的不透明中介商来说,随着休闲型顾客对产品估值的增加,中介商的均衡收益呈现先增加后减少的趋势.当休闲型顾客对产品的估值非常低时,中介商经营标价不透明渠道所得的收益甚至为负值.因此,当休闲型顾客对产品的估值非常低或非常高时,中介商都不适合与供应商合作.尤其是若休闲型顾客对产品的估值很低,而此时供应商的库存水平又很高,中介商与供应商签订不透明分销合作协议最不划算.该研究可为电子商务环境下的竞争定价决策提供理论参考.
[Abstract]:Opaque sale is a popular commodity distribution mode in e-commerce in recent years. Aiming at seller's pricing model (price) opaque distribution model, a single direct selling channel and two direct selling and non-transparent selling mode are established. The oligarchic competition model of channel coexistence, The corresponding equilibrium price and equilibrium income are obtained, and the conditions of equilibrium establishment are analyzed. The results show that when the leisure customer in the market has a higher valuation or willingness to pay for the product, The two-channel sales model can effectively increase the balanced returns of service providers. However, for opaque intermediaries working with service providers, as casual customers value their products, When the valuation of the products by casual customers is very low, the profit of the intermediary operating through the opaque pricing channel is even negative. Therefore, when the value of the product is very low, the profit of the intermediary is even negative. When the valuation of the product is very low or very high, the intermediary is not suitable to cooperate with the supplier, especially if the value of the product is very low, and the inventory level of the supplier is very high. The conclusion of the opaque distribution cooperation agreement between the intermediary and the supplier is the least cost-effective. This study can provide a theoretical reference for the competitive pricing decision in the electronic commerce environment.
【作者单位】：湖北经济学院信息管理学院;北京理工大学管理与经济学院;
【基金】：湖北省教育厅人文社会科学研究青年项目(16Q199)~~
【分类号】：F224;F274

【相似文献】