生鲜类电子商务企业市场竞争策略研究——基于Hotelling拓展模型

Study on the Market Competition Strategies of Fresh Food E-commerce Enterprises——Based on Hotelling Model

通过将纵向差异,产品黏性和用户基数引入Hotelling模型中,研究生鲜类电商企业采取不同竞争策略的市场绩效。研究表明:采用低价格换取市场份额以形成正向反馈网络外部性的价格策略作用效果与产品纵向差异程度成正相关;在差异化策略中,产品的纵向差异程度与企业产品价格和市场份额成正相关,而产品横向差异程度与市场份额成负相关,且产品差异程度与用户粘性成正比;在捆绑策略中,捆绑优势、产品纵向差异程度与市场份额成正比。

This paper studies the market performance of fresh food e-commerce enterprises after adopting different competitive strategies by introducing the vertical difference,product viscosity and users'base into the Hotelling model.The study shows that the effect of low price strategy in exchange for market share to form a positive feedback of network externalities correlates positively with the degree of products vertical differentiation.Besides,in the differentiation strategy,while the degree of the vertical product differentiation and the price of the products are positively correlated with the market share,the horizontal product differences are negatively correlated with market share and the degree of product differentiation is directly proportional to the user's viscosity.In the bundling strategy,the advantages of bundling and the degree of vertical product differentiation are directly proportional to the product's market share.