双渠道供应商的差异化定价对渠道的影响

发布时间：2018-06-20 10:33

本文选题：双渠道供应商 + 差异性定价　；参考：《系统管理学报》2017年04期

【摘要】：在互联网技术和电子商务冲击下,商贸流通渠道正在发生颠覆性变化,原有的商贸流通理论也面临创新升级挑战。双渠道供应商作为互联网时代出现的新市场主体,其定价方式不仅是一个市场主体的决策行为,而且是能对整个商品销售渠道产生直接影响的关键因素。为此,引入一个代表供应商批发价价差的独立变量,构建由1个双渠道供应商和2个不同类型零售商组成的分销结构模型,通过数值模拟,对比"相同批发价"前提下和"差异性批发价"前提下的市场均衡,剖析双渠道供应商差异化定价对整个商品销售渠道的影响机理。最后,建议研究传统商品销售渠道中被忽视而在互联网背景下地位发生变化的市场主体,进一步补充和完善互联网时代的商贸流通理论,以及抓住商贸流通领域的"白发老人"和"宅男宅女"等群体的消费新特征,注重利用这些新的变化态势实现突破发展。
[Abstract]:Under the impact of Internet technology and electronic commerce, the channel of trade circulation is changing subversely, and the original theory of trade circulation is facing the challenge of innovation and upgrading. As a new market subject in the Internet era, the pricing of dual-channel suppliers is not only the decision-making behavior of one market subject, but also the key factor that can directly affect the whole commodity sales channel. Therefore, an independent variable representing the wholesale price spread of suppliers is introduced to construct a distribution structure model consisting of a two-channel supplier and two different types of retailers. By comparing the market equilibrium under the premise of "the same wholesale price" and the premise of "differential wholesale price", this paper analyzes the influence mechanism of the two-channel supplier's differential pricing on the whole commodity sales channel. Finally, it is suggested to study the market subjects which have been neglected in the traditional commodity sales channels and whose status has changed under the background of the Internet, so as to further supplement and improve the theory of trade and trade circulation in the Internet era. As well as grasping the new consumption characteristics of the "white-haired elderly" and "otaku men and women" in the field of trade and trade circulation, and paying attention to the utilization of these new changes to achieve breakthrough and development.
【作者单位】：复旦大学管理学院;上海证券交易所博士后科研工作站;
【分类号】：F274

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