B2C共享模式下产品定价和经营决策研究

doi:10.6040/j.issn.1671-9352.0.2020.585

《山东大学学报(理学版)》 ›› 2021, Vol. 56 ›› Issue (7): 21-31.doi: 10.6040/j.issn.1671-9352.0.2020.585

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B2C共享模式下产品定价和经营决策研究

宋晓彤,张桂涛^*,王广钦

青岛大学商学院, 山东青岛 266071

发布日期:2021-07-19
作者简介:宋晓彤(1995— ),女,硕士研究生,研究方向为物流与供应链管理. E-mail:619623530@qq.com*通信作者简介:张桂涛(1975— ),男,博士,副教授,研究方向为物流与供应链管理. E-mail:zhangguitao@qdu.edu.cn
基金资助:
国家社科基金规划项目(19BGL091)

Product pricing and operating decision of manufacturers under the sharing

SONG Xiao-tong, ZHANG Gui-tao^*, WANG Guang-qin

School of Business, Qingdao University, Qingdao 266071, Shandong, China

Published:2021-07-19

摘要/Abstract

摘要： 基于B2C共享模式,制造商决定是否出售或出租产品。建立双寡头博弈模型,分析不同渠道经营策略对制造商价格和利润的影响,得出满足各均衡策略的条件。研究发现:除纯租赁策略组合外,购买价格与购买偏好呈正相关,租赁价格则相反,租赁次数不影响定价;制造商渠道销售策略受租赁次数、市场转移率和市场偏好的影响,随租赁次数的增加,纯销售策略组合的均衡范围先缩小再增大最后缩小,纯租赁策略组合的均衡范围不断增加。

关键词: 共享经济, 双寡头市场, 定价决策, 经营决策

Abstract: Based on the B2C sharing model, the manufacturer decides whether to sell or rent the product. Establish the duopoly game model, analyze the influence of different channel management strategies on manufacturers prices and profits, and get the conditions to meet the requirements of each equilibrium strategy. The results show that, except for the pure rental strategy combination, the purchase price is positively correlated with the purchase preference, while the lease price is on the contrary. The rental frequency does not affect the pricing. The manufacturers channel sales strategy is influenced by the lease times, market transfer rate and market preference. With the increase of the lease times, the equilibrium range of pure sales strategy combination is first reduced, then increased and finally reduced, and the equilibrium range of pure lease strategy combination keeps increasing.

Key words: B2C sharing, duopoly market, pricing decision, operating decision

中图分类号:

F274

宋晓彤,张桂涛,王广钦. B2C共享模式下产品定价和经营决策研究[J]. 《山东大学学报(理学版)》, 2021, 56(7): 21-31.

SONG Xiao-tong, ZHANG Gui-tao, WANG Guang-qin. Product pricing and operating decision of manufacturers under the sharing[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2021, 56(7): 21-31.

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B2C共享模式下产品定价和经营决策研究

Product pricing and operating decision of manufacturers under the sharing

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