竞争环境下网络零售商收费策略比较研究

A Comparative Study on the Charging Strategies of Online Retailers under the Competitive Environment

随着网络零售市场竞争加剧,网络零售商趋向于为制造商提供平台服务并收取一定的费用。本文针对包含一个制造商和两个竞争网络零售商且零售商处于领导地位的渠道结构,构建网络零售商的收费模型,探究四种不同收费策略对渠道成员的利润、定价所产生的影响。研究结果表明,当竞争的网络零售商采取无差异收费策略时,按销售额比例收费更高效,其能够带来更低的零售价格、更高的销量和更高的渠道效率,但是却不利于制造商利润的增加。当竞争的网络零售商采取差异收费策略时,网络零售商会制定最低的按销量收费额度和收费比例。在二部制收费策略下,当固定平台使用费处于一定阈值范围时,渠道成员的利润达到帕累托改进。

As the competition in the electronic retail market intensifies,online retailers have recently started to provide platform for manufacturers to allow they direct sell product to end consumers while charging a fee.We build a decentralized supply chain consists of two competing online retailers and one manufacturer where retailers are the leaders.Through a two-stage Stackelberg model,the effects of the four kinds of charging strategies of the two competing retailers on the optimal decisions and the performance of each channel member and the whole chain is analyzed.When competing online retailers adopt a no-difference charging strategy,the results show that proportional fee is more efficient than per-transaction fee from the stand of online retailers and the whole chain and leads to a lower retail price;however,the manufacturer prefers to charge per-transaction fee.When competing online retailers adopt a differential charging strategy,the online retailer sets the lowest charging amount and charging proportion according to the sales volume.It is more important that under two-part tariff when lump-sum fees greater than a certain threshold and smaller than a certain threshold can achieve Pareto-improving。Beside,this paper follows out applied investigations on the platform charging strategies for online retailers in the presence of horizontal competition in China.