基于消费者购买成本的多渠道零售商价格竞争与均衡分析

Equilibrium Analysis and Multi-channel Retailer’s Price Strategy Based on Purchase Costs of Consumers

从消费者购买成本的角度构建了多渠道零售商面临的4种市场结构,分析了其价格竞争策略和市场均衡。通过模型分析发现：多渠道零售商通过渠道优势可以获取较多的市场利润,当消费者线上购买成本较高时,独立的线上零售商进入市场会提高多渠道零售商的利润;随着市场竞争加剧以及消费者线上成本相对线下购买成本的提高,尽管会导致多渠道零售商的利润下降,但其仍可获得市场优势;当消费者具有不对称的线上购买成本时,低成本的线上渠道可以给该多渠道零售商带来更大优势,使其有较强的动力降低消费者的线上购买成本。

From the perspective of purchase costs of consumers, this paper proposes four alternative market structures composed of online retailer, offline retailer and other multi-channel retailers. And then, it investigates how the specific market structure and varying transaction costs of consumers moderate the price of multi-channel retailer and market equilibrium. Results show that, multi-channel retailer can get more market profits and it will improve the multi-channel retailer＇s profit when the online retailer enters market as the online purchase costs are high enough. Multi-channel retailer will improve the offline price and become market dominates when the competitions are high and the online purchase costs increased. Low purchase costs of consumers are advantages for multi-channel retailer when consumers face asymmetric online purchase costs, so multi-channel retailer has motivations to lower the purchase costs.