成品油直分销价格动态博弈研究

Research on Dynamic Game of Oil Product Price in Direct Distribution

简要介绍了目前我国成品油直分销业务现状,指出了商品价格、替代品价格、互补品价格、消费者预期、消费者偏好以及相关政策等影响油品销售的诸多因素,叙述了油气行业价格动态博弈的简要状况,提出并建立了成品油直分销价格动态博弈模型,通过实例验证得出如下结论:一是定价模型的最优解与各自需求函数、成本函数以及竞争者之间的替代效应息息相关。因此,通过大量经营数据的回归分析来确定模型中的参数是解决该定价问题的关键。二是尽管静态博弈双方得益更大,但动态博弈得到的最优解更稳定,也更有利于消费者。三是通过提高替代性能够有效提升得益,促使企业不断提升服务水平等软实力。

The current situation of direct distribution business of oil product in China is briefly introduced,many factors affecting product sales are pointed out,such as commodity price,substitute price,complementary price,consumer expectation,consumer preference and relevant policies,the brief situation of price dynamic game in oil and gas industry is described,and an oil product direct distribution price dynamic game model is put forward and established.Through example verification,the following conclusions are drawn:Firstly,the optimal solution of the pricing model is closely related to their respective demand function,cost function and the substitution effect between competitors.Therefore,the key to solve the pricing problem is to determine the parameters in the model through the regression analysis of a large number of business data.Secondly,although both sides of the static game benefit more,the optimal solution obtained by the dynamic game is more stable and more beneficial to consumers.Thirdly,the benefits can be improved by improving substitutability,which can promote enterprises to continuously improve their service level and other soft power.