摘要
为了对双渠道供应链中互相独立的不同渠道零售商的决策进行分析,从考虑顾客对不同购买渠道的心理偏好角度出发,构建出在Hotelling线性城市模型基础上加以改进的博弈模型。在前往不同渠道购买的产品存在成本差异,产品对网络渠道适用性不同这两个条件的约束下,分析了互相独立的不同渠道零售商之间博弈均衡价格、市场份额和利润的变化趋势。研究说明,随着产品网络渠道适用性的增大,不同渠道零售商的博弈均衡价格差异、均衡市场份额差异均会随之减小,同时,传统零售商利润也会随之减小,而电子渠道零售商利润会随之增大。网络渠道的适用性确定时,对网络适用性好的产品会受到不同渠道购买成本的影响,导致不同渠道零售商的定价和市场份额占比不同。
In order to analyze the decisions of independent retailers which are in different channels, an improved Hotelling model based on considering customers＇ channel psychological preferences is built. With cost difference in purchasing product in different channels and when different applicability of product in online channel, an analysis is made on different change trends between online retailer and offline retailer in Game equilibrium prices, market shares and profits. The result shows that, with the increase of the applicability of product in online channel, difference of Game equilibrium price and market share will decrease, and the profits of offline channel retailer will decrease too and meanwhile, the profits of online retailer will increase. When the applicability of product in online channel is fixed, product which has good applicability of product in online channel will be affected by the cost of purchasing product in different channels, and consequently, will bring different prices and market shares between online retailer and offline retailer.
出处
《工业工程》
2015年第1期77-83,共7页
Industrial Engineering Journal
基金
国家自然科学基金青年科学基金资助项目(71402112)
太原科技大学博士科研启动项目(W20132001)
作者简介
谷泽昊（1989-），男，山东省人，硕士研究生，主要研究方向为供应链管理．
