面向潜在竞争者异质品引入的零售商平台定价策略与模式选择研究

doi:10.16381/j.cnki.issn1003-207x.2022.2030

摘要/Abstract

摘要：

针对在位零售商与网络平台基于佣金搭建的平台零售系统，潜在竞争零售商以质量差异产品通过直销模式、批发模式和混合模式进入市场。采用博弈理论分析不同产品质量、不同市场引入模式对平台零售系统运营决策的影响，提炼最优定价策略和最佳模式选择。研究结果表明：潜在竞争零售商产品引入未必减少在位零售商和网络平台收益，当产品质量较低、佣金较小时，在位零售商收益增加；而当产品质量较低、佣金较大时，网络平台收益增加。研究还发现，在位零售商应在高佣金下通过批发模式应对低质量产品引入，通过混合模式应对高质量产品引入。网络平台在高佣金下应采用混合模式应对高质量产品引入。有趣的是，即便佣金较低，网络平台仍会选择直销模式应对低质量产品引入。

关键词: 平台零售系统, 潜在竞争零售商, 异质品引入, 模式选择

Abstract:

With the rapid development of the platform economy， more and more retailers rely on online platforms to sell products. In turn， online platforms allow retailers to enter the market by charginga commission fee. In the process of cooperation between retailers and the online platform， potential competitive retailers invade the platform retail system with products of different quality. This has led to fierce channel and product competition.A platform retail system where an incumbent retailer and an online platform reach a contract is studied based on a commission fee. A potential competitive retailer enters the system through direct sales mode， wholesale mode， and hybrid mode with heterogeneous products. The game theory is adopted to analyze the impact of quality differences and introduction modes on the operational decision of the platform retail system. The optimal pricing strategy and mode selection of the game players are extracted. The result shows that product introduction does not necessarily reduce the profit of the incumbent retailer and platform. Rather， the incumbent retailer derives a higher profit when the product quality and commission fee are low； and the platform derives more profit when the product quality is low and the commission fee is large. The result also indicates that the incumbent retailer should resist a low-quality product introduction through wholesale mode when the commission fee is large； while it should resist a high-quality product introduction through hybrid mode. The platform should adopt a hybrid mode to resist a high-quality product introduction under a high commission fee. Interestingly， even if the commission fee is low， the platform will still choose the direct sales mode to resist a low-quality product introduction.The results of this paper can provide theoretical suggestions for the pricing strategy of the platform retail system. Meanwhile， it provides decision-making reference for cooperation mode selection and benefit distribution between online platforms （such as Amazon.com and JD.com） and upstream retailers.

Key words: platform retail system, potential competitive retailer, heterogeneous product introduction, mode selection

中图分类号:

F274

李宗活, 李善良, 刘丽雯. 面向潜在竞争者异质品引入的零售商平台定价策略与模式选择研究[J]. 中国管理科学, 2025, 33(9): 269-279.

Zonghuo Li, Shanliang Li, Liwen Liu. Platform Pricing Strategies and Mode Selection of Retailers Facing Potential Competitors’ Heterogeneous Product Introduction[J]. Chinese Journal of Management Science, 2025, 33(9): 269-279.

图/表 8

图1

图2

图3

图4

表1

不同情形的均衡价格、市场需求和收益"

变量	情形N	情形Z	情形P	情形ZP
p_fa	$Σ 1 4 (1 - θ)$	$Σ 3 10 - 4 θ$	$Σ 8 7 (1 - θ)$	$Σ 11 4 (4 - θ)$
p_rb	$3 t + β - 1 2 (1 - θ)$	$Σ 4 10 - 4 θ$	$t (13 - 4 y) + 3 β - 2 α - 1 7 (1 - θ)$	$Σ 12 4 (4 - θ)$
p_fc	—	—	$Σ 9 14 (1 - θ)$	$Σ 13 8 (4 - θ)$
p_tc	—	$3 t + 2 α β - β - 1 5 - 2 θ$	—	$Σ 14 2 (4 - θ)$
p_w	—	—	$t (5 - y) + 3 α - β - 2 7$	$Σ 15 4 (4 - θ)$
Π_R	$(3 t + β - 1) 2 16 t$	$(1 - θ) Σ 42 8 t (5 - 2 θ) 2$	$(1 - t (13 - 4 y) + 2 α - 3 β) 2 196 t$	$(1 - θ) Σ 122 32 t (4 - θ) 2$
Π_F	$Σ 2 32 t (1 - θ)$	$Σ 6 8 t (5 - 2 θ) 2$	$Σ 10 196 t (1 - θ)$	$Σ 18 64 t (4 - θ) 2$
Π_T	—	$Σ 7 4 t (5 - 2 θ) 2$	$(2 - t (5 - y) - 3 α + β) 2 98 t$	$Σ 19 32 t (4 - θ) 2$

表1

图5

图6

表2

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αθ	低	适中	高
低	(ZP, Z, ZP)	(ZP/P, Z/P, Z)	(P, P, P)
适中	(ZP, Z, ZP)	(ZP, Z/P, ZP/Z)	(P, P, Z)
高	(ZP, P, ZP)	(ZP, P, ZP)	(ZP, ZP, ZP)