限量销售下网络零售商定价策略研究——基于多品牌竞争视角的分析

Research on Pricing Strategy of Online Retailers under Limited Sales——Analysis from the perspective of multi-brand competition

针对互联网购物节前多个网络零售商限量销售策略带来的价格冲突问题,本文考虑市场竞争程度对市场需求的影响,建立网络零售商限量销售和降价促销两阶段动态博弈模型,探讨了多品牌竞争环境下网络零售商最优定价策略。研究表明:随着消费者延期购买程度的增加,网络零售商限量销售阶段的均衡定价降低,而降价促销阶段的均衡定价相应提高;市场竞争程度对网络零售商的限量销售策略具有决定性的影响。当市场竞争程度较小时,网络零售商采取限量销售策略,有利于整体收益的提高;而当市场竞争程度较大时,限量销售往往引发市场"蚕食效应",导致网络零售商整体收益的下降。

Aiming at the price conflict caused by the limited sales strategies of multiple online retailers before the Internet Shopping Festival,this article considers the impact of the degree of market competition on market demand,and establishes a two-stage dynamic game model of limited sales and reduced prices for online retailers.Optimal pricing strategies for online retailers in a multi-brand competitive environment.Research shows that with the increase of consumers’ deferred purchases,the equilibrium pricing of the online retailer’s limited sales phase decreases,while the equilibrium pricing of the reduced-price promotion phase increases accordingly;the degree of market competition has a decisive influence on the online retailer’s limted sales strategy.When the degree of market competition is small,the online retailer adopts a limited sales strategy,which is conducive to the improvement of overall revenue;when the degree of market competition is large,the limited sales often trigger the market "cannibalization effect",resulting in a decline in the overall online retailer’s revenue.