摘要
考虑到引入自有品牌已成为电商平台获取竞争优势的关键,针对两个竞争制造商和一个电商平台组成的在线销售系统,探讨不同定价时序对自有品牌引入策略的影响。研究表明:引入自有品牌具有竞争效应和价格效应,而且存在边界均衡,其中自有品牌的销售量可以忽略,但可以使得电商平台提升同上游企业的竞争力并获得批发价格优势,平台先行定价下的均衡区间更广;代销合约制造商倾向于自身先行定价,而电商平台和分销合约制造商可能有后动优势;随着引入自有品牌的固定成本上升,制造商对代销合约的偏好减弱。
Store brand strategy has become crucial for e-commerce platforms to gain competitive advantage.This paper explores the im-pact of pricing sequence on store brand introduction in a supply chain consisting of two competing manufacturers and one e-commerce platform.The results show that store brand introduction has competition effect and pricing effect,and there exists a boundary equilibri-um,in which the sales volume of store brand is negligible,but its presence enables the e-commerce platform to enhance the competitive-ness of upstream companies and obtain the wholesale price advantage.Moreover,the equilibrium may have a wider range when the e-commerce platform firstly sets retail price.The manufacturer who signs agency selling contract prefers to set retail price first,while the e-commerce platform and the manufacturer who sign reselling contract may have the second-mover advantage.As the fixed cost of introdu-cing store brand increases,the manufacturers'preference for agency sales contracts decreases.
作者
喻冬冬
罗春林
田歆
万谧宇
Yu Dongdong;Luo Chunlin;Tian Xin;Wan Miyus(School of Information Management,Jiangxi University of Finance and Economics,Nanchang 330013;School of Fanli Business,Nanyang Institute of Technology,Nanyang 473004;School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190;Research Center on Fictitious Economy and Data Science,Chinese Academy of Sciences,Beijing 100190;School of Transportation and Logistics,East China Jiaotong University,Nanchang 330013)
出处
《管理评论》
CSSCI
北大核心
2023年第6期160-170,共11页
Management Review
基金
国家自然科学基金项目(71862014,71932002,71761015,71964014)
北京市自然科学基金项目(9212020)
江西省自然科学基金项目(20202BABL201012)
江西省研究生创新专项资金项目(YC2021-B128)。
关键词
电商平台
自有品牌
定价时序
竞争效应
价格效应
e-commerce platform
store brand
pricing sequence
competition effect
pricing effect
作者简介
喻冬冬,江西财经大学信息管理学院博士研究生,南阳理工学院范商学院讲师;通讯作者:罗春林,江西财经大学信息管理学院教授,博士生导师,博士;田歆,中国科学院大学经济与管理学院副教授,中国科学院虚拟经济与数据科学研究中心副研究员,硕士生导师,博士;万谧宇,华东交通大学交通运输与物流学院讲师,博士。
