基于消费者策略等待行为的电商平台与零售商折扣定价策略

Research on e-commerce platform and retailer discount pricing strategy based on consumer strategy waiting behavior

在电商平台与零售商构成的销售市场中,考虑消费者策略等待行为和两零售商之间的竞争,构建零售商折扣定价、电商平台与零售商双重折扣定价博弈模型,探讨两零售商和电商平台的市场均衡,并分析两种定价策略的有效性。研究表明:在两种定价策略下,随着产品质量差异系数的增大,两周期的最优定价下降;双重折扣定价策略下零售商两周期的最优定价均高于零售商折扣定价;当电商平台返利因子小于某一阈值时,双重折扣定价可以有效实现平台与零售商期望收益的提升,实现市场的帕累托改进,特别是对于低质量零售商来说双重折扣定价策略始终有效。

Taking the consumer strategy behavior and the competition between the two retailers into account,this paper builds the game model of retailer discount pricing,double discount pricing between e-commerce platform and retailer in the sales market composed of e-commerce platforms and retailers,discusses the market equilibrium of two retailers and e-commerce platform,and analyzes the effectiveness of these two kinds of pricing strategies.The results show that under the two pricing strategies,the optimal pricing of the two cycles decreases with the increase of the product quality difference coefficient.Under the double discount pricing strategy,retailer’s optimal pricing is higher than retailer’s discount pricing in both cycles;When the rebate factor of e-commerce platform is less than a certain threshold value,double discount pricing can effectively improve the expected revenue of the platform and retailers and realize the Pareto improvement of the market.Especially for low-quality retailers,the double discount pricing strategy is always effective.