摘要
大型零售商的策略行为成为领导零售市场发展的重要因素,沃尔玛、Home Depot等为了获取竞争优势采取不同的策略,如低价竞争或者是与供应商开展渠道合作。利用博弈分析,建立Stackelberg博弈模型和Nash讨价还价谈判模型,研究包含供应商、大型零售商和小型零售商的市场中大型零售商的策略选择对比以及相关因素。研究结果表明,与低价策略相比,大型零售商选择渠道合作策略时供应商定价降低,市场产品价格较低,同时市场需求增加,但小型零售商的情况变坏;当大型零售商和供应商具有等同的谈判势力,产品的替代性较低时大型零售商应该选择渠道合作策略,替代性较高时大型零售商会偏向于低价策略,替代性居中时大型零售商的相对成本优势对策略产生影响;当大型零售商具有谈判优势时,渠道合作将会是优化策略。
The strategies of large retailers are important factors that can lead markets.These large retailers,such as Wal-Mart or Home Depot,choose different strategies from low price strategy to the cooperation with suppliers in order to get competition advantage.The research focuses on the comparison and choice of competitive strategies,which are low price and channel cooperation,of large retailer in the market including a supplier,large retailer and a small retailer,using the method of game theory by Stackelberg Model and Nash bargaining method.The results show that,when the large retailer chooses cooperation strategy comparing with low price strategy,the supplier makes a low wholesale price and the market price also low,the quantity are high,but the small retailer becomes bad.The supplier and large retailer have equal bargaining power,the large retailer will choose the channel cooperation with the low product substitutability,and choose the low price with the high product substitutability,but the relative cost efficiency can be an important factor.When the large retailer has more bargaining power,the channel cooperation is the best strategy.
出处
《管理科学》
CSSCI
北大核心
2011年第1期40-46,共7页
Journal of Management Science
基金
国家自然科学基金(70672071)~~
