网络平台零售商自主销售对平台定价策略的影响

网络平台零售商为了应对愈发激烈的市场竞争,获取更高的利润,选择进入零售市场自主销售。本文在制造商和网络平台零售商构成的渠道结构下,研究网络平台零售商进入市场自主销售对渠道成员的利润、销量以及定价策略的影响。结果显示,网络平台零售商自主销售会带来积极的溢出效应。当竞争系数足够大时,(1)渠道成员的利润均会得到提升,且市场竞争越激烈渠道成员的利润提升越显著;(2)网络平台零售商会提高平台费,渠道成员也会制定更高的零售价格。更为重要的是,网络平台零售商自主销售模式下,渠道的总体利润得到提升,存在帕累托改进。

Pricing Structure of Online Platform Retailer under Independent Sales Mode

In order to cope with the increasingly fierce market competition and obtain higher profits, online platform retailers choose to enter the retail market to sell the products independently. This article focuses on the channel structure where online platform retailers are in a leading position, and analyzes the impact of online platform retailers' independent sales on channel members' profits and pricing strategies under transaction-based per-unit fee. The results show that independent sales of online platform retailers have brought positive spillover effects. When the competition coefficient is large enough, (1)the profits of channel members will be improved, and with the increase of market competition, the profits of channel members will increase more significantly; (2)online platform retailers are likely to announce higher platform fee, and possibly channel members also set higher retail price. More importantly, under the independent sales model of online platform retailers, the overall profit of the channel has been improved, and there is a Pareto improvement.