本文關鍵詞：雙邊市場下我國連鎖業(yè)態(tài)定價策略研究　出處：《云南大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 雙邊市場 質(zhì)量因素 網(wǎng)絡外部性 價格歧視

【摘要】：根據(jù)近些年我國連鎖經(jīng)營協(xié)會的統(tǒng)計結果表明,隨著網(wǎng)絡零售、供應商自建平臺以及各種專業(yè)、專賣店的快速發(fā)展分散了購物平臺。雖然連鎖零售每年消費規(guī)模不斷增大,但是近三年的同比增長率卻有所回落,相比之下,網(wǎng)上零售卻歷年上增。因此,對于競爭強烈的大型連鎖零售實體店來說,如何采用有效的定價策略及服務,提高平臺交易率是平臺企業(yè)運營商的經(jīng)營重點之一。 本文就以我國大型實體連鎖零售平臺為研究對象,從雙邊市場理論出發(fā)研究對供應商和消費者的定價策略問題。第一,在壟斷和競爭兩種市場形態(tài)下,引進質(zhì)量因素(內(nèi)生質(zhì)量因素與外生質(zhì)量因素)以及消費者偏好,分別建立動態(tài)博弈模型,討論雙邊用戶的定價策略以及平臺質(zhì)量定位,首先得出了在壟斷市場下雙邊用戶以及平臺運營商效用最大時的定價策略,分析了各影響因素變化時對價格的影響；其次,在競爭市場形態(tài)下得出兩個競爭的運營商采取具有差異性服務平臺定位才是最優(yōu)選擇,并求解了使雙方用戶效益最大化下的最優(yōu)定價和平臺利潤函數(shù),分析了各因素變化時對定格策略的影響。第二,在其他因素不變的情況下對雙邊用戶的收費分別用價格歧視作了進一步的討論,首先,對供應商實行三級價格歧視收費,通過單一價格與歧視價格下平臺運營商利潤以及供應商剩余效用的比較得出采用價格歧視會使收益更大的結論。其次,平臺與供應商站在同一角度對商品進行定價,先用動態(tài)博弈得出每個子市場的均衡定價情況,然后取任意一個市場i對它的一般固定優(yōu)惠折扣率作了分析,并證明了折扣率在三段需求下的取值范圍。
[Abstract]:According to the statistical results of China's chain Management Association in recent years, with the network retail, suppliers build their own platform as well as a variety of professional. The rapid development of specialty stores scattered the shopping platform. Although the annual consumption of retail chain has been increasing, but the growth rate of the last three years has dropped, by contrast, online retail has increased in the past years. How to use effective pricing strategy and service to improve the platform transaction rate is one of the key points of the platform operators for the large chain retail physical stores with strong competition. This paper studies the pricing strategies of suppliers and consumers from the perspective of bilateral market theory. Firstly, under the two market patterns of monopoly and competition. By introducing quality factors (endogenous quality factors and exogenous quality factors) as well as consumer preferences, dynamic game models are established to discuss pricing strategies and platform quality positioning of bilateral users. First of all, the pricing strategy of the two-sided users and platform operators when the utility of the platform operator is the maximum under the monopoly market is obtained, and the influence of the influence factors on the price is analyzed. Secondly, in the competitive market form, it is the optimal choice that two competitive operators adopt different service platform positioning, and solve the optimal pricing and platform profit function under the maximization of user benefit. This paper analyzes the influence of various factors on the fixed strategy. Secondly, the pricing discrimination of bilateral users is further discussed in the case of other factors. Through the comparison of the platform operator profit and the residual utility of the supplier under the single price and the discriminatory price, the conclusion that the price discrimination will make the profit bigger. Secondly. The platform and the supplier stand in the same angle to price the commodity. First, the equilibrium pricing of each sub-market is obtained by dynamic game, and then the general fixed discount rate is analyzed by taking any market I. The value range of discount rate in three-stage demand is proved.
【學位授予單位】：云南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F721.7

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