基于VTC正网络外部性的互补品协调模型

制造商在将产品批发给零售商的同时,在虚拟交易社区(Virtual trading community, 简称“VTC”)开通电子渠道,与零售商形成渠道竞争,为了缓解零售渠道和电子渠道并存的渠道冲突,引入互补品协调策略,即制造商将互补品以成本价格批发给零售商,零售商可在传统零售渠道,或VTC渠道进行销售,分析了当零售商在不同的渠道销售互补品时的均衡定价与利润,分别给出了Bertrand与Stackelberg两种情况下的均衡,并通过算例说明了互补品协调策略的有效性,得到在不同互补品情况下,互补品合作策略可以与合作补贴、收益共享等方式结合进行协调,以达到双赢的效果。

Model of Complementary Product Coordination Based on Positive Network Externalities of the Virtual Trading Community

Multi-channel distribution is becoming increasingly wide in the internet age. And the studies about e-channel also become more and more popular. Virtual trading community(VTC)as an important plat of e-channel, its roll is gaining a lot of attention. The manufacturer opening the e-channel in the Virtual Trading Community(VTC)based on the traditional channel is investigated in this paper. However, the VTC e-channel forms competition to the traditional retail channel and the retailer. In order to alleviate the channel conflict between the manufacturer and the retailer, the complementary product strategy is introduced. That is the manufacturer sells the complementary product to the retailer as a cost price, the retailer can sell the complementary product in the traditional channel or the VTC channel. The equilibrium prices and profits are analyzed in the different sale channel based on the Bertrand and Stackelberg models. And the efficiency of the complementary product strategy is illustrated by a numerical example. It is showed up that the combining of the complementary product strategy and subsidy or revenue sharing can coordinate the supply chain, realize win-win situation.