摘要
从消费者购买成本的角度构建了多渠道零售商面临的4种市场结构,分析了其价格竞争策略和市场均衡。通过模型分析发现：多渠道零售商通过渠道优势可以获取较多的市场利润,当消费者线上购买成本较高时,独立的线上零售商进入市场会提高多渠道零售商的利润;随着市场竞争加剧以及消费者线上成本相对线下购买成本的提高,尽管会导致多渠道零售商的利润下降,但其仍可获得市场优势;当消费者具有不对称的线上购买成本时,低成本的线上渠道可以给该多渠道零售商带来更大优势,使其有较强的动力降低消费者的线上购买成本。
From the perspective of purchase costs of consumers, this paper proposes four alternative market structures composed of online retailer, offline retailer and other multi-channel retailers. And then, it investigates how the specific market structure and varying transaction costs of consumers moderate the price of multi-channel retailer and market equilibrium. Results show that, multi-channel retailer can get more market profits and it will improve the multi-channel retailer＇s profit when the online retailer enters market as the online purchase costs are high enough. Multi-channel retailer will improve the offline price and become market dominates when the competitions are high and the online purchase costs increased. Low purchase costs of consumers are advantages for multi-channel retailer when consumers face asymmetric online purchase costs, so multi-channel retailer has motivations to lower the purchase costs.
作者
牛志勇
王军
NIU Zhi-yong;WANG Jun(a. School of Shanghai Development;b. School of International Business Administration, Shanghai University of Finance ＆ Economics, Shanghai 200433;2. School of Management, Guizhou University, Guiyang 55002)
出处
《软科学》
CSSCI
北大核心
2018年第5期105-111,115,共8页
Soft Science
基金
国家自然科学基金青年项目(71202005)
上海市教委“晨光计划”项目(2014111068)
关键词
多渠道零售商
线上线下
购买成本
均衡分析
multi-channel retailer
online-offline
purchase cost
Equilibrium analysis
