双渠道零售商与纯网络零售商的定价竞争

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1、ABSTRACTTher印iddevelopmentofe—commerCemakesonlineshoppingbeanimportantwayforconsumerstopurchasegoods．Thetraditionalretailersarefacingthelossofcustomersandprofits．Basedonthepricewarbetween“Suning，’and¨Jingdong”in2012，thepricecompetitionbetweenadual—channelretailerandapureoIllineretailerwasfocusedo

2、ninthispaperandtheunifo衄pricingstrategywasadoptedbythedual．channelretailertoavoidchannelconnicts．AlineardemandmodelwhichcontainedthesubstitLltioneB、ectwasadoptedtocharacterizethecompetitionbetweendif氨}rentchannelsandanon—cooperati、7egamemodelwasbuilt．Firstly’onbasisofthedecision—makingfhmework，th

3、emodelwassolVedandthegeneralfomofpdcingequilibriumwasgiVen．MeaIlwllile，thepropertiesa11dgeneralcompetitionofequilibriumwereanalyzed．Theanalysisindicatesthatthepriceofretailerisaf．fectedbyitsowncostsaswenastherivalcostsandbothretailers’priceswillbeimprovednomattereitherretailer’scostsincrease；Both

4、retailers’priceswiUbeimprovedwhenme缸．aditionaloronlinescaleincreases；Thecompetitionisinnuencedgreatlybythedual—chaIlnelretailertsoIllinemarketproportion；Thechanceofpricecompetitionisgreaterwhenthetworetailers’powerisclose．Secondly’theequilibriumsolutionwassimplifiedandthepricings仃ategiesofretaile

5、rSwereanalyzedwhenthetworetailershaVethesamepotentialonlinemarketsize．Theresearchi11dicates：Whentllepotentialtraditionalmarketsizeismuchsmaller，thedual—chaIlllelretailer’s研cingspaceandreVenueislimitedbyit．withmeiIlcreasingofthepotentialtraditionalmarketsize，thisrestrictionbecomesweaker．Whenthetra

6、ditionalmarketsizeisrouglllyequaltotheonlinemarket，theadVantagesofdual一channelretailergraduallyshowsup，aIldtllepureonlineretailer’spdceandrevenuearegraduallyexceededbythedual—channelretailer．HoweVer，whenthetraditionalmarketsizeismuchla唱erthantheonlinemarket，thedual—chanIlelretailer‘spricingspacei

7、s1imitedbytheonlinemarketsize．Atthistime，it：sbetterforthedual—channelretailertogiVeuptheonlinemarket．Thirdly，thepricingstrategiesofretailerswereanalyzedwhenthetworetailershavesametotalpotentialmarketsize．Theanalysisind