链与链竞争背景下的制造商定价策略

发布时间：2018-04-20 20:49

本文选题：链与链竞争 + 定价决策　；参考：《系统管理学报》2017年04期

【摘要】：基于2个制造商和2个零售商组成的链与链竞争的纵向市场结构,构建了供应链定价形式决策模型,研究了不同条件下制造商在线性定价、两部收费制和转售价格维持(RPM)3种定价形式之间的选择问题。研究发现,制造商最优定价形式选择与RPM的规制环境、RPM的定价协同程度以及产品替代程度有关。在RPM规制原则是合理推断的情况下,制造商最优的定价形式取决于产品替代程度以及RPM的定价协同程度:当RPM的定价协同程度较高时,最优的定价形式是RPM;当RPM的定价协同程度较低时,最优的定价形式取决于产品替代程度。在RPM的规制原则是自身违法的情况下,当产品替代程度较弱时,制造商最优的定价形式为两部收费制,反之则为线性定价。
[Abstract]:Based on the vertical market structure of chain and chain competition between two manufacturers and two retailers, the decision model of supply chain pricing is constructed, and the linear pricing of manufacturers under different conditions is studied. Two-part pricing system and resale price maintenance RPMN three pricing forms of choice. It is found that the choice of optimal pricing form of manufacturers is related to the degree of pricing synergy and the degree of product substitution in the regulatory environment of RPM. Under the condition that the principle of RPM regulation is reasonable, the optimal pricing form of manufacturer depends on the degree of product substitution and the degree of pricing synergy of RPM: when the degree of RPM pricing synergy is high, The optimal pricing form is RPM.The optimal pricing form depends on the degree of product substitution when the degree of RPM pricing synergy is low. Under the circumstance that the regulation principle of RPM is illegal, when the degree of product substitution is weak, the optimal pricing form of manufacturer is two-part charging system, otherwise it is linear pricing.
【作者单位】：东北大学工商管理学院;
【基金】：国家自然科学基金面上项目(71172150,71472032)
【分类号】：F274

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