基于产品替代程度的双寡头零售商定价顺序策略

Pricing Order Strategy of Duopoly Retailers Based on Degree of Product Substitution

针对双渠道零售商和纯网络零售商的双寡头竞争模型,建立了各自需求模型和利润模型.研究在不同定价顺序下各零售商的利润,结果表明定价顺序会影响零售商的利润并且延迟定价时间会获得更多的利润.同时,也分析了各渠道产品间的替代程度对利润、售价、销售量的影响.在渠道与产品发展成熟的条件下,不论对于双渠道零售商还是纯网络零售商,产品替代程度越大,利润、售价和销售量均越大.因为产品替代程度大时,零售商之间不仅存在竞争关系,还存在优势互补的关系.此时,零售商应加强合作从而带动整体市场的增长.

Aiming at the duopoly competition model of a dual channel retailer and a pure online retailer, This paper establishes demand model and profit model respectively. The results show that the pricing order affects the retailer's profit and delaying the pricing time will gain more profit. At the same time, we also analyze the influence of the products substitution on the profit, price and sales volume. Under the condition of mature channels and products, the higher the degree of substitution is, the higher the profit, price and sales volume are. When the degree of product substitution is large, retailers are not only competitive but also complementary. At this point, retailers should strengthen cooperation to drive the growth of the overall market.