买方抗衡势力条件下零售商的最优价格和服务联合决策

The Optimal Price and Service Joint Decisions of Retailers under the Conditions of Countervailing Power

以往关于买方抗衡势力的研究未考虑零售商提供服务的情况,不能全面地反映买方抗衡势力对零售商决策的影响。针对这一问题,本文构建了由上游供应商,下游连锁零售商和当地零售商组成的纵向市场结构模型,在模型中引入了连锁零售商的买方抗衡势力,考察了买方抗衡势力条件下零售商的最优价格和服务决策,分析了买方抗衡势力变化对零售商最优决策的影响,得出了相应的结论。并通过具体算例对论文的结论进行了验证,分析了参数变化对主要结论的影响。

Previous studies about countervailing power have not considered the situation in which retailers provide services to increase market demand,so those studies cannot fully reflect the impact of countervailing power on retailers’ decisions.To solve this problem,this paper constructs a vertical market structure model which consists of a supplier in the upstream,a chain retailer and a local retailer in the downstream,and introduces the countervailing power of chain retailer into the model.By doing these we investigate the optimal price and service joint decisions of retailers under the conditions of countervailing power,and analyze the impact of changes of countervailing power on optimal decisions of retailers,and draw the corresponding conclusions.Finally,specific examples are analyzed to verify the conclusions of this paper.The effects of parameter changes on the main conclusions are also analyzed.