摘要
在互联网技术和电子商务冲击下,商贸流通渠道正在发生颠覆性变化,原有的商贸流通理论也面临创新升级挑战。双渠道供应商作为互联网时代出现的新市场主体,其定价方式不仅是一个市场主体的决策行为,而且是能对整个商品销售渠道产生直接影响的关键因素。为此,引入一个代表供应商批发价价差的独立变量,构建由1个双渠道供应商和2个不同类型零售商组成的分销结构模型,通过数值模拟,对比"相同批发价"前提下和"差异性批发价"前提下的市场均衡,剖析双渠道供应商差异化定价对整个商品销售渠道的影响机理。最后,建议研究传统商品销售渠道中被忽视而在互联网背景下地位发生变化的市场主体,进一步补充和完善互联网时代的商贸流通理论,以及抓住商贸流通领域的"白发老人"和"宅男宅女"等群体的消费新特征,注重利用这些新的变化态势实现突破发展。
Under the impact of Internet technology and e-commerce, commerce distribution channels are changed dramatically, and the original theory of trade circulation is also facing the challenge of innovation and upgrading. The new dual-channel providers as new market players emerges in the Internet era, and its pricing is not only a decision-making behavior of market players, but also is a key factor might have an impact on the commodity sales channels. We introduce an independent variable representing the difference of the supplier price and the wholesale price, and build a distribution structural model consisting of a dual- channel providers and two different types of retailers, through numerical simulation, contrasting the market equilibrium under ＂the same wholesale price＂ premise and the ＂difference wholesale price＂ premise. We analyze the influence of the differential pricing of the dual channel providers on the commodity sales channels. We study the market players which are ignored in traditional merchandising channels but change the status in Internet era. The results supplement and improve the theory of trade circulation in the Internet era, and help to seize the new market features such as ＂white-haired old people＂, ＂otaku house young＂ and use these new changes to achieve a breakthrough.
出处
《系统管理学报》
CSSCI
CSCD
北大核心
2017年第4期679-684,共6页
Journal of Systems & Management
关键词
双渠道供应商
差异性定价
数值模拟
渠道效益
dual-channel supplier
differential pricing
numerical simulation
channel efficiency
