实体渠道拥塞负效应下双渠道零售商与传统零售商水平竞争研究

Study of the horizontal competition of dual-channel retailer and traditional retailer with congestion negative effect of physical channel

基于Hotelling模型,建立了分别位于线性市场两端的双渠道零售商与传统零售商竞争的博弈模型,得到双渠道零售商采取网上网下分别定价策略和网上网下统一定价策略下两零售商竞争均衡的存在性条件和均衡解,分析了两种定价策略的效果和实体渠道存在拥塞负效应对竞争均衡状态的影响。最后,提出了传统零售商应加快转型和提升服务水平、双渠道零售商应进行网上网下差异化定价和细分市场的建议。

Based on the Hotelling model,the game models were built to characterize the competition of one dual-channel retailer and one traditional retailer who are respectively located at two endpoints of linear market.The existence conditions and the equilibrium solutions for the competition equilibrium of two retailers were obtained under two situations such as differentiation pricing strategy and unified pricing strategy for products selling online and offline set by dual-channel retailer.The effectiveness of two pricing strategies and congestion negative effect affecting the competition equilibrium states were analyzed.Finally,some suggestions were proposed that the traditional retailer should speed up its transition and improve its service level,and the dual-channel retailer should make differentiation pricing for products selling online and offline and subdivide the market.