摘要
在加盟商产品和亚马逊产品间存在替代效应的条件下,研究了价格和服务相互竞争时在线渠道的决策和协调问题.分别运用博弈论理论和最优化理论得到了分散和集中决策模型下的最优决策,并分析了产品替代率对整个在线渠道以及参与者的影响.结果表明,分散决策下,亚马逊为自有产品提供的服务并不一定优于为加盟商产品提供的服务,随着产品替代率的增大,亚马逊会降低对自有产品的服务质量而提高加盟商产品的服务质量,集中决策的情况刚好相反;只有当产品替代率较大时集中决策对整个在线渠道才是最优的,但是该替代率的范围会受到消费者对服务的敏感系数的影响.最后,借鉴纳什议价模型来协调在线渠道.
Considering the substitution effect between the product of franchisee and Amazon, this paper stud- ies the decision and coordination of online channels where price and service compete mutually. The optimal decisions of decentralized and centralized circumstances are acquired by using game theory and optimization theory respectively. Furthermore, the impact of substitute rate on the whole channel and participants are ana- lyzed. Results show that the service provided by Amazon for its own product is not always superior to that of the franchisee＇s, and that it will reduce its own service quality and increase the franchisee＇s with the increase of the substitute rate. But the situation under the centralized situation is the opposite. The centralized circum- stance can get more total channel profit only when the substitute rate is relatively large, but the range of the substitute rate is influenced by the coefficient of service sensitivity. At last, it refers to the Nash Bargain Model to coordinate the online channel.
作者
王滔
颜波
李鸿媛
Wang Tao;Yan Bo;Li Hongyuan(School of Economics and Commerce,South China University of Technology,Guangzhou 510006,China)
出处
《系统工程学报》
CSCD
北大核心
2018年第4期536-550,共15页
Journal of Systems Engineering
基金
广东省自然科学基金资助项目(2017A030313415
2016A030313485)
广东省哲学社会科学"十三五"规划项目(GD17XGL34)
广东省普通高校青年创新人才类项目(2016WQNCX017)
关键词
在线渠道
替代产品
价格与服务竞争
online channel
substitute product
competition of price and service
