C2B电商情境下考虑横向竞争的供应链定价策略

doi:10.6040/j.issn.1671-9352.6.2017.145

摘要/Abstract

摘要： 研究了由1个供应商以及存在横向价格竞争的1个C2B电商企业与1个传统企业构成的供应链中,供应链成员在集中决策、分散决策、C2B主导决策以及传统企业主导决策4种情境下供应链成员的博弈均衡,并考察了交叉价格影响系数、个性化定制努力程度影响系数等重要参数对C2B电商企业个性化定制努力程度、零售价格以及供应链成员利润等变量的影响。研究表明,随着交叉价格影响系数的增加,在不同情境下C2B电商都会提升其个性化定制努力程度以追求更高的利润;此外,C2B电商企业不应作为主导者与传统企业展开价格竞争,而是要作为追随者充分利用其个性化定制的优势获得更大利润。

关键词: 定价策略, 横向竞争, 供应链, C2B

Abstract: We studies a supply chain that consists of one supplier, one E-business firm under C2B mode and one traditional firm existing horizontal price competition, and analyzes the equilibrium in four different scenarios including centralized decision, decentralized decision, C2B dominant decision and traditional firm dominant decision. The influence of some important parameters, such as cross-price coefficients, customize product effort coefficients, etc., on the customize product effort of E-business firm under C2B mode, retail price and supply chain profit is discussed. It shows that with the improvement of cross-price coefficients, the E-business firm under C2B mode will enhance effort to customize product to get higher profits. Furthermore, the E-business firm under C2B mode should not compete with the traditional firm as a leader, but as a follower to use its advantage of personalized customization to gain more profits.

Key words: customer to business, horizontal competition, pricing strategy, supply chain

中图分类号:

F253

肖迪,金雯雯. C2B电商情境下考虑横向竞争的供应链定价策略[J]. 山东大学学报（理学版）, 2018, 53(5): 53-60.

XIAO Di, JIN Wen-wen. Pricing strategy for supply chain considering horizontal competition under C2B mode[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2018, 53(5): 53-60.

参考文献

[1] 曾鸣, 宋斐. C2B互联网时代的新商业模式[J]. 商业评论, 2010, 2:72-85. ZENG Ming, SONG Fei. The new business model in the C2B internet era[J]. Business Reviews, 2010, 2:72-85.
[2] 唐羽. C2B来袭:你准备好了吗?[J]. 商场现代化, 2014, 11:15-19. TANG Yu. C2B coming: are you ready?[J]. Market Modernization, 2014, 11:15-19.
[3] 吴倩, 纪淑娴. 电子商务发展的新趋势:C2B模式研究[J]. 商业时代, 2013(33):63-64. WU Qian, Ji Shuxian. The new development of electronic commerce: research on C2B mode[J]. Commercial Age, 2013(33):63-64.
[4] 张志宏, 寇纪淞, 陈富赞,等. 基于C2B智能商务模式战略分析[J]. 软科学, 2010,24(4):53-59. ZHANG Zhihong, KOU Jisong, CHEN Fuzan, et al. Strategic analysis of intelligent business model based on C2B[J]. Soft Science, 2010, 24(4):53-59.
[5] LI S X, HUANG Z, ASHLEY A. Improving buyer-seller system cooperation through inventory control[J]. International Journal of Production Economics, 1996, 43(1):37-46.
[6] HUA Zhongsheng, LI Sijie. Impacts of demand uncertainty on retailers dominance and manufacturer-retailer supply chain cooperation[J]. Omega, 2008, 36:697-714.
[7] 顾巧论, 高铁杠, 石连栓. 基于博弈论的逆向供应链定价策略分析[J]. 系统工程理论与实践, 2005, 25(3):20-25. GU Qiaolun, GAO Tiegang, SHI Lianshuan. Analysis on the pricing strategy of reverse supply chain based on game theory[J]. Systems Engineering—Theory and Practice, 2005, 25(3):20-25.
[8] 王文宾, 达庆利, 聂锐. 考虑渠道权力结构的闭环供应链定价与协调[J]. 中国管理科学, 2011, 19(5):29-36. WANG Wenbin, DA Qingli, NIE Rui. Pricing and coordination of closed-loop supply chain considering channel power structure[J]. Chinese Journal of Management Science, 2011, 19(5):29-36.
[9] 许明辉, 于刚, 张汉勤. 具备提供服务的供应链博弈分析[J]. 管理科学学报, 2006, 9(2):18-27. XU Minghui, YU Gang, ZHANG Hanqin. Game analysis of supply chain with service supply[J]. Journal of Management Sciences in China, 2006, 9(2):18-27.
[10] 何丽红, 廖茜, 刘蒙蒙,等. 两层供应链系统最优广告努力水平与直接价格折扣的博弈分析[J]. 中国管理科学, 2017, 25(2):130-138. HE Lihong, LIAO Qian, LIU Mengmeng, et al. The game analysis of optimal advertising effort level and direct price discount in two layer supply chain system[J]. Chinese Journal of Management Science, 2017, 25(2):130-138.
[11] BAKOS J Y. Reducing buyer search costs: implications for electronic marketplaces[J]. Management Science, 1997, 43(12):1676-1692.
[12] CHUN S H, KIM J C. Pricing strategies in B2C electronic commerce: analytical and empirical approaches[J]. Decision Support Systems, 2005, 40(2):375-388.
[13] 陈云, 王浣尘, 沈惠璋. 电子商务零售商与传统零售商的价格竞争研究[J]. 系统工程理论与实践, 2006, 26(1):35-41. CHEN Yun, WANG Huanchen, SHEN Huizhang. Research on the price competition between e-commerce retailers and traditional retailers[J]. Systems Engineering—Theory and Practice, 2006, 26(1):35-41.
[14] PAN X, RATCHFORD B T, SHANKAR V. Price dispersion on the internet: a review and directions for future research[J]. Journal of Interactive Marketing, 2004, 18(4):116-135.
[15] LI Y, LIN Z, XU L, et al. “Do the electronic books reinforce the dynamics of book supply chain market?”—a theoretical analysis[J]. European Journal of Operational Research, 2015, 245(2):591-601.
[16] TSAY A A, AGRAWAL N. Channel dynamics under price and service competition[J]. Manufacturing & Service Operations Management, 2000, 2(4):372-391.
[17] LU Q, LIU N. Effects of e-commerce channel entry in a two-echelon supply chain: a comparative analysis of single-and dual-channel distribution systems[J]. International Journal of Production Economics, 2015, 165:100-111.
[18] 周建亨, 徐琪. 一种两阶段供应链非对称信息甄别模型[J]. 系统管理学报, 2013, 22(3):335-340. ZHOU Jianheng, XU Qi. An asymmetric information discriminant model for two stage supply chain[J]. Journal of Systems & Management, 2013, 22(3):335-340.
[19] 徐鸿雁, 陈剑.不对称信息下对异质销售商激励及产品定价[J]. 系统工程学报, 2011, 26(2):222-228. XU Hongyan, CHEN Jian. Heterogeneous retailer incentive and product pricing under asymmetric information[J]. Journal of Systems Engineering, 2011, 26(2):222-228.

相关文章 15

[1]	张克勇,李江鑫,姚建明,李春霞. 竞争型零售商具公平敏感性的供应链决策[J]. 山东大学学报（理学版）, 2018, 53(9): 83-94.
[2]	陈良,胡劲松. 风险规避对不同类型双渠道供应链决策的影响[J]. 山东大学学报（理学版）, 2018, 53(5): 30-40.
[3]	刘京,周岩,郑英杰,王超胜. 考虑零售商公平关切和风险规避的绿色供应链最优决策[J]. 山东大学学报（理学版）, 2018, 53(5): 12-29.
[4]	钟元,熊爽,张翠华,陈彗洁. 市场定价约束条件下的供应链质量改进容错决策[J]. 山东大学学报（理学版）, 2017, 52(6): 10-15.
[5]	段丁钰,周岩,张华民,徐明姣. 考虑零售商不公平厌恶行为的供应链网络均衡研究[J]. 山东大学学报（理学版）, 2017, 52(5): 58-69.
[6]	何新华,胡文发,许长延,陈继红. 考虑随机性与模糊性的应急服务供应链转运策略[J]. 山东大学学报（理学版）, 2016, 51(12): 67-77.
[7]	何新华, 胡文发, 肖敏. 突发事件下应急服务供应链的期权协同决策[J]. 山东大学学报（理学版）, 2015, 50(11): 81-90.
[8]	罗海燕, 吕萍, 刘林忠, 杨洵. 云环境下基于模糊粗糙AHP的企业信任综合评估[J]. 山东大学学报（理学版）, 2014, 49(08): 111-117.
[9]	周岩, 孙浩, 王晶晶, 韩瑞京, 蒋京龙. 基于随机需求和顾客满意度的多期闭环供应链网络均衡[J]. 山东大学学报（理学版）, 2014, 49(07): 38-49.
[10]	王婷1,崔玉泉2,赵岗1. 随机需求下考虑退货机制的零售商竞争协调模型[J]. J4, 2013, 48(6): 34-37.
[11]	张克勇1,吴燕1,侯世旺2. 零售商公平关切下闭环供应链定价策略研究[J]. J4, 2013, 48(05): 83-91.
[12]	徐兵,熊勇. 需求依赖库存量的n-2型供应链网络决策模型研究[J]. J4, 2012, 47(12): 14-21.
[13]	汪传旭1,蒋良奎2. 模糊随机需求条件下供应链定期库存订货策略研究[J]. J4, 2011, 46(7): 48-55.
[14]	陆媛媛. 零售商竞争下的合作广告策略与订货策略[J]. J4, 2011, 46(1): 71-78.
[15]	张克勇1,2,周国华1. 非对称信息下闭环供应链差别定价协调机制[J]. J4, 2009, 44(2): 60-64.

多维度评价

Viewed

Full text

Abstract

Cited

Shared

Discussed