价格竞争、差异化竞争与中国电商平台竞争策略决策研究——基于亚马逊“败走”中国市场的博弈分析

Price Competition,Differentiation Competition and Competitive Strategy Decision Research of China’s E-Commerce Platform

亚马逊较少参与电商平台价格战是其市场份额逐渐缩小、主营业务退出中国市场的重要原因之一。通过构建单阶段博弈模型和重复博弈模型分析电商平台低价竞争的原因,单阶段博弈纳什均衡为:(背叛,背叛),电商平台选择低价竞争是占优策略;在重复博弈中,当贴现因子0<δ<73/81时,电商平台选择低价竞争获得更多市场份额和利润,容易引发价格战。价格、成本差异和贴现因子等是监管机构对电商平台无序低价竞争行为进行规制的重要依据。我国电子商务国际化竞争中应理性采用低价竞争的营销策略,加强技术研发和创新来提高产品差异化程度,以品牌、质量、物流和服务等本土化营销来取得外向国际化竞争优势。

By constructing a single-stage game model and a repeated game model,this paper analyzes the reasons for low-price competition of e-commerce platform.When the single-stage game Nash equilibrium is:(betray,betray),e-commerce platform chooses low-price competition as a dominant strategy;in repeated games,when the discount factor is 0<δ<73/81,e-commerce platforms choose low-price competition to gain more market share and profits,which is easy to cause price-wars.Price,cost difference and discount factor are the important basis for regulators to regulate the disorderly low-price competition of e-commerce platform.In the process of internationalization of e-commerce in China,we should rationally adopt the marketing strategy of low-price competition,strengthen technological research and development and innovation to improve the degree of product differentiation,and obtain the export-oriented international competitive advantage by localized marketing such as brand,quality,logistics and service.