| 竞争环境下的产品定位-价格决策、渠道结构及福利研究 |
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| 引用本文： | 刘军,谭德庆,李良,谢会芹.竞争环境下的产品定位-价格决策、渠道结构及福利研究[J].运筹与管理,2017,26(10):112-120. |
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| 作者姓名： | 刘军 谭德庆 李良 谢会芹 |
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| 作者单位： | 1.西南石油大学 经济管理学院,四川 成都 610500; 2.西南交通大学 经济管理学院,四川 成都 610031; 3.河北科技师范学院 工商管理学院,河北 秦皇岛 066004; |
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| 基金项目： | 国家自然科学基金资助项目(71271175);教育部人文社会科学研究青年基金(12YJC630096);四川循环经济研究中心项目(XHJJ-1504);西南石油大学青年教师“过学术关”计划项目(201331010069);西南石油大学科研启航计划项目(2014QHZ001);2016年度河北省社会科学发展研究课题民生调研专项(201601138) |
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| 摘 要： | 在竞争环境下,探讨议价能力对产品定位-价格决策、成员利润、用户以及社会整体的影响,采用稳定性分析法研究均衡状态下的渠道结构分布,并对基本模型进行拓展分析。研究表明:生产商议价能力越强,产品批发/零售价格和渠道成员利润越高,零售商在筛选产品生产商时更愿意选择知名品牌;采用自营模式将提高消费者剩余和社会福利;成本差异的扩大将提高社会福利,而用户偏好不确定性虽然有助于提升上下游成员利润,但会损害社会整体利益。
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| 关 键 词： | 分销渠道 竞争环境 定位-价格 成本差异 偏好不确定性 |
| 收稿时间： | 2015-09-09 |
Study on Product Positioning-price Decision Making,Channel Structure and Welfare |
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| LIU Jun,TAN De-qing,LI Liang,XIE Hui-qing.Study on Product Positioning-price Decision Making,Channel Structure and Welfare[J].Operations Research and Management Science,2017,26(10):112-120. |
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| Authors: | LIU Jun TAN De-qing LI Liang XIE Hui-qing |
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| Institution: | 1.School of Economics and Management, Southwest Petroleum University, Chengdu 610500, China; 2.School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China; 3.College of Business Administration, Hebei Normal University of Science ＆ Technology, Qinhuangdao 066004, China; |
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| Abstract: | Under the competing circumstance, the effects of manufacturers’ bargaining power on product positioning-pricing decision making, member profits, users and society are discussed. The paper studies equilibrium distribution of channel structures by stability analysis method, and expands the basic models. The study shows that the increase of manufacturers’ bargaining power will improve wholesale price, retail price and channel members’ profits. It will prefer famous brand when the retailer chooses a manufacturer. Independent sales model will increase consumer surplus and social welfare. The increase of cost difference will improve social welfare. Though the uncertainties of user preferences help to improve channel member’s profits, they will damage the overall interests of the community. |
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| Keywords: | distribution channel competing circumstance positioning-pricing cost difference preferences uncertainties |
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