發(fā)布時間：2019-04-16 11:32

【摘要】：淘寶、當(dāng)當(dāng)?shù)菳2C平臺在當(dāng)今經(jīng)濟社會生活中扮演者重要角色,已經(jīng)成為人們?nèi)粘Ｉ畈豢苫蛉钡囊徊糠�。近年來伴隨著B2C平臺的快速發(fā)展,如何才能在競爭中占據(jù)優(yōu)勢已經(jīng)成為眾多B2C平臺管理者需要思考的問題。而現(xiàn)實生活中B2C平臺試圖采用捆綁銷售策略來提高自身競爭力的現(xiàn)象隨處可見,例如京東商城對消費者實行的消費滿39元免運費、天貓用戶可以免費領(lǐng)取積分等。由此B2C平臺采用捆綁銷售策略后定價策略的改變開始引起了部分學(xué)者的關(guān)注。 與傳統(tǒng)產(chǎn)業(yè)相比,平臺具有不同的價值鏈,它需要實現(xiàn)雙邊(或多邊)之間的接觸而獲得利潤。對于平臺企業(yè)來說,由于交叉網(wǎng)絡(luò)外部性的存在,使得平臺企業(yè)可以通過擴大雙邊用戶一邊的用戶數(shù)量,從而吸引更多的另一邊用戶加入平臺。本文通過研究發(fā)現(xiàn),捆綁銷售策略可以影響平臺企業(yè)的用戶數(shù)量的變化,而用戶數(shù)量的改變會導(dǎo)致B2C平臺網(wǎng)絡(luò)效應(yīng)的變化,進而對平臺的定價和利潤產(chǎn)生影響。 本文從雙邊市場的角度出發(fā),將捆綁銷售策略作為B2C平臺企業(yè)發(fā)展的一種戰(zhàn)略性決策來研究,利用博弈論模型來分析捆綁銷售策略對B2C平臺定價以及利潤的影響。首先,本文通過對平臺定價方式和定價影響因素的分析為接下來的的模型建立提供了依據(jù)；其次,通過建立模型分別研究了壟斷結(jié)構(gòu)下以及競爭結(jié)構(gòu)下捆綁銷售策略對B2C平臺定價以及利潤的影響,并探討了用戶單歸屬和多歸屬情形下B2C平臺捆綁銷售的定價策略；最后通過相關(guān)案例分析對模型的結(jié)果進行了驗證。本文通過研究得出,捆綁銷售策略會對平臺的定價以及利潤產(chǎn)生影響,而B2C平臺的產(chǎn)品差異程度、網(wǎng)絡(luò)外部性、被捆綁產(chǎn)品所產(chǎn)生的效用和成本也會對采用捆綁銷售的B2C平臺的定價產(chǎn)生影響。
[Abstract]:Taobao, Dangdang and other B2C platforms play an important role in today's economic and social life, and have become an indispensable part of people's daily life. In recent years, with the rapid development of B2C platform, how to occupy the advantage in competition has become a problem that many B2C platform managers need to think about. However, in real life, B2C platform tries to use bundled sales strategy to improve its competitiveness everywhere, such as JD.com Mall to consumer consumption of 39 yuan free freight, Tmall users can receive points free of charge, and so on. As a result, the change of pricing strategy after B2C platform adopts bundling strategy has attracted some scholars' attention. Compared with traditional industries, the platform has different value chains, it needs to achieve bilateral (or multilateral) contacts to make a profit. For platform enterprises, due to the existence of cross-network externalities, the platform enterprises can attract more users from the other side to join the platform by expanding the number of users on one side of the two sides. In this paper, it is found that the bundling strategy can affect the change of the number of users in the platform enterprises, and the change of the number of users will lead to the change of the network effect of the B2C platform, which in turn will affect the pricing and profit of the platform. From the point of view of bilateral market, this paper studies the bundling strategy as a strategic decision of the development of B2C platform, and uses the game theory model to analyze the impact of bundling strategy on the pricing and profit of B2C platform. First of all, this paper provides the basis for the establishment of the next model by analyzing the pricing mode and the influencing factors of the platform pricing. Secondly, the influence of bundling strategy on the pricing and profit of B2C platform under monopolistic structure and competitive structure is studied, and the pricing strategy of B2C platform bundled sale under single ownership and multiple ownership is discussed. Finally, the results of the model are verified by case studies. Through the research, this paper concludes that the bundling strategy will affect the pricing and profit of the platform, and the degree of product difference and the network externality of the B2C platform, The utility and cost of the bundled product will also have an impact on the pricing of the bundled B2C platform.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F274

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