灰市场定价策略均衡分析

Equilibrium Analysis of Pricing Strategies in the Grey Market

【目的/意义】在灰市场快速发展的背景下,研究了独立灰市投机者参与灰市场投机时,企业应对灰市场的定价策略组合决策。【设计/方法】构建由两个完全竞争企业和独立灰市场组成的Stackelberg博弈模型,考虑企业选择两种不同的定价策略应对灰市场,分析了四种战略组合下企业对灰市场定价决策的纳什均衡解及灰市场存在的条件。【结论/发现】在两种不同定价策略下,当产品竞争不太激烈,国外市场规模较大时,企业均使用批发价策略占优,反之企业更愿意选择零售价策略。

[Purpose/Significance]With the rapid development of the grey market,the pricing strategy combination decisions of firms are studied to respond to the grey market when independent grey market speculators are involved in grey market speculation.[Design/Methodology]A Stackelberg game model consisting of two perfectly competitive firms and an independent grey market is constructed to consider firms’choice of two different pricing strategies to cope with the grey market,and the Nash equilibrium solution of firms’pricing decisions for the grey market under four strategic combinations and the conditions for the existence of the grey market are analyzed.[Conclusions/Findings]With two different pricing strategies,when the product competition is not too fierce and the foreign market size is large,the firms use the wholesale price strategy to prevail,and conversely the firms prefer to choose the retail price strategy.