有劝导式广告和价格竞争的最优网络分销渠道策略研究

发布时间：2018-12-06 16:09

【摘要】：目前电子商务市场中同质产品众多。在广告和价格竞争激烈的电子商务市场上，根据消费者的需求和自身利润最大化目标选择正确的网上分销渠道对生产商是至关重要的。本文的研究目的是探索有劝导式广告和价格竞争的电子商务市场上生产商的最优网络分销渠道，以及劝导式广告和不同网络分销渠道对价格竞争的影响。针对研究目的，将中级经济学、供应链运作以及博弈论等原理用于建立有劝导式广告的不同网络分销渠道价格竞争模型。采用比较静态分析法、Excel和origin8.5软件计算并画图等定性与定量相结合的方法，，对劝导式广告和不同网络分销渠道对价格竞争的影响进行研究。首先，在Hotelling模型及其拓展基础上，根据是否区分消费者的行为心理类型，将电子商务市场设计为一维和二维市场。分别建立了两种市场中利用劝导式广告竞争时生产商选择网上直销和网上间接销售的价格竞争模型。网上间接销售策略分两种：生产商做广告和网上零售商做广告。通过比较同一市场中不同模型的均衡结果和不同市场的最优竞争策略，并进行环境参数敏感性分析，得出生产商最优竞争策略和环境参数对均衡结果的影响。其次，在前文基础上，研究两种市场中劝导式广告和不同网络分销渠道对价格竞争的影响。通过比较静态分析、微分判别等方法得出两种市场中劝导式广告和网上零售商分别对均衡价格带来的变化，并进行环境参数敏感性分析。通过比较两种市场的研究结果得出重要结论。最后，结合经济时事对以上研究结果进行数值算例分析，验证其科学性。通过定性和定量相结合的方法，对两种市场中生产商的最优竞争策略和竞争因素对价格竞争的缓冲作用进行数值算例分析。将研究结论和与经济时事相结合，证明研究的科学性。最后提出电子商务市场中存在的问题并给出建议。
[Abstract]:At present, there are many homogeneous products in the e-commerce market. In the electronic commerce market where advertising and price competition are fierce, it is very important for manufacturers to choose the right online distribution channels according to consumers' needs and their own profit maximization goals. The purpose of this paper is to explore the optimal network distribution channels of manufacturers in e-commerce market with persuasive advertising and price competition, and the influence of persuasive advertising and different network distribution channels on price competition. For the purpose of the research, the principles of intermediate economics, supply chain operation and game theory are applied to establish the price competition model of different network distribution channels with persuasive advertising. By using the methods of comparative static analysis, Excel and origin8.5 software calculation and drawing, the influence of persuasive advertising and different network distribution channels on price competition is studied. Firstly, on the basis of Hotelling model and its extension, the electronic commerce market is designed as one and two dimensions market according to whether to distinguish the behavior psychological type of consumers. The price competition models of direct selling and indirect selling are established in two kinds of markets. There are two strategies for indirect online sales: manufacturer advertising and online retailers advertising. By comparing the equilibrium results of different models in the same market and the optimal competitive strategies in different markets, and analyzing the sensitivity of environmental parameters, the influence of optimal competition strategies and environmental parameters on the equilibrium results is obtained. Secondly, on the basis of the above, this paper studies the influence of persuasive advertising and different network distribution channels on price competition in the two markets. By comparing static analysis, differential discriminant and so on, the changes of equilibrium price brought by persuasive advertisement and online retailer in two markets are obtained, and the sensitivity of environmental parameters is analyzed. By comparing the results of the two markets, the important conclusions are drawn. Finally, the above research results are analyzed by numerical examples combined with current economic events to verify its scientific nature. By combining qualitative and quantitative methods, the optimal competition strategy of producers and the buffer effect of competition factors on price competition in two markets are analyzed by numerical examples. The conclusion of the study is combined with current economic affairs to prove the scientific nature of the study. Finally, the problems in e-commerce market are put forward and some suggestions are given.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.3;F713.8

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