B2C共享模式下产品定价和经营决策研究

Product pricing and operating decision of manufacturers under the sharing

基于B2C共享模式,制造商决定是否出售或出租产品。建立双寡头博弈模型,分析不同渠道经营策略对制造商价格和利润的影响,得出满足各均衡策略的条件。研究发现:除纯租赁策略组合外,购买价格与购买偏好呈正相关,租赁价格则相反,租赁次数不影响定价;制造商渠道销售策略受租赁次数、市场转移率和市场偏好的影响,随租赁次数的增加,纯销售策略组合的均衡范围先缩小再增大最后缩小,纯租赁策略组合的均衡范围不断增加。

Based on the B2 C sharing model, the manufacturer decides whether to sell or rent the product. Establish the duopoly game model, analyze the influence of different channel management strategies on manufacturers? prices and profits, and get the conditions to meet the requirements of each equilibrium strategy. The results show that, except for the pure rental strategy combination, the purchase price is positively correlated with the purchase preference, while the lease price is on the contrary. The rental frequency does not affect the pricing. The manufacturer?s channel sales strategy is influenced by the lease times, market transfer rate and market preference. With the increase of the lease times, the equilibrium range of pure sales strategy combination is first reduced, then increased and finally reduced, and the equilibrium range of pure lease strategy combination keeps increasing.