基于消费限制的供应链定价策略研究——B2C电商环境下的理论推导及仿真

Supply Chain Pricing Strategy Based on Consumption Restriction: Theoretical Derivation and Simulation in B2C E-commerce Environment

网络促销活动能够刺激消费者的购买欲望,为企业和平台运营商带来利益。基于价格歧视理论,考虑消费者对网络促销活动中的消费限制产生不同感知成本,构建由零售商主导的三级供应链促销博弈模型,从利润最大化的角度出发,通过对比分析,分别给出了供应链两类促销策略下的占优条件和最优价格策略,结合实证进行数字模拟分析了感知成本和消费者特征对供应链最优策略的影响。研究表明:电商平台利润不会随着佣金比例的增加而增加,为吸引销售商入驻平台并保证自身利润,其比例应设置在合适范围内;在参与平台促销的情况下,感知成本对供应链产品最优定价有负面影响;不论供应链以获取更多利润或者扩张产品市场占有率为目的参与平台促销,优惠幅度都应小于消费限制感知成本并大于某个阈值,该阈值与消费者特征有关。

Online promotion activities can stimulate consumers’ purchasing desire and bring benefits to enterprises and platform operators. Based on the theory of price discrimination and considering consumers’ different perceived costs for the consumption restriction in online promotion activities, this study constructs a three-level supply chain promotion game model dominated by retailers, and from the perspective of profit maximization and through comparative analysis, proposes respectively the dominant conditions and optimal price strategies under two types of supply chain promotion strategies, and combined with empirical data, analyzes through digital simulation the impact of perceived cost and consumer characteristics on supply chain’s optimal strategy. The research findings show that the profit of e-commerce platform will not increase with the increase of commission proportion, and in order to attract sellers to settle on the platform and ensure their own profits, the proportion should be set within an appropriate range;in the context of participating in platform promotion, perceived cost has a negative impact on the optimal pricing of supply chain products;and whether the supply chain participates in the platform promotion for the purpose of obtaining more profits or expanding the market share of its products, the preferential range should be smaller than the perceived cost of consumption restriction and greater than a certain threshold which is related to consumer characteristics.