卖方推动下电子商务平台交易费定价策略分析

Analysis of the transaction fee pricing strategy on the seller-driven B2B electronic commerce platform

基于期望收益最大化准则,构建了关于电子商务平台交易费定价策略问题的S tacke lberg博弈模型。分析结果表明,买方始终希望得到卖方关于电子商务平台交易费价格的事先承诺,若承诺条件越强,买方加入电子商务平台的动力也越大。卖方对电子商务平台交易费定价策略的选择受到产品市场需求随机波动的影响,当卖方预期实际需求波动方差不超过临界值时,卖方对电子商务平台交易费的定价倾向于作出价格承诺并保持事先承诺;大于临界值时,卖方倾向于保持定价柔性。

A Stackelberg model of the transaction fee pricing strategy on the electronic commerce platform was built based on the maximum hope income rule.The analysis results show that the buyer always expects the price commitment from the seller.The more steady commitment condition is,the more motives the buyer generates.The seller's selection about transaction fee pricing strategy is affected by realistic demand fluctuation.There exists a critical threshold on demand variance.If the prospective fluctuation is limited within the threshold,the seller is inclined to keep price commitment,otherwise,remains price flexibility.