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买方抗衡势力与制造商定价决策
  • ISSN号:1674-8298
  • 期刊名称:产经评论
  • 时间:2014.1.15
  • 页码:72-85
  • 分类:F062.9[经济管理—政治经济学]
  • 作者机构:[1]东北大学工商管理学院
  • 相关基金:国家自然科学基金面上项目“消费者偏好背景下买方抗衡势力形成机理及其影响研究”(项目编号:71172150,主持人:李凯);教育部人文社会科学研究青年基金项目“基于纵向关系理论的供应链利益协调机制研究”(项目编号:10YJC790004,主持人:安岗).
  • 相关项目:消费者偏好背景下买方抗衡势力形成机理及其影响研究
中文摘要:

本文研究了买方抗衡势力的存在对上游制造商定价决策的影响,讨论了制造商在不同定价形式(线性定价、两部收费制和转售价格维持(RPM))之间的选择问题,并构建了两阶段动态博弈模型,引入买方抗衡势力,比较分析了制造商在零售商具有和不具有买方抗衡势力两种情况下,制造商最优定价形式的选择。研究发现当零售商不具有买方抗衡势力时,制造商选择两部收费制和RPM是无差异的,都能使上游制造商获得相等的最优利润;当零售商具有买方抗衡势力时,对于上游制造商来说两部收费制优干RPM,RPM又优于线性定价。此外,本文还发现存在一个由抗衡势力和零售商替代程度决定的临界条件,当满足这一条件时,两部收费制是上游的最优选择;一旦这一条件不满足时,RPM就成了上游的最优选择。

英文摘要:

This paper studies the impact of countervailing power on pricing decisions of the upstream supplier. More specifically, the choices of the supplier among different pricing--linear pricing, two - part tariff and the resale price maintenance (RPM) --were discussed in two situations where the retailer has countervai- ling and doesn't have countervailing power, respectively. Building a two -stage dynamic game model and introducing the countervailing power into the model, we show that two - part tariff and RPM are equivalent, that is to say both of them can produce the " first best" profits for the supplier, when the retailers don't have coun- tervailing power. However, when a single retailer has countervailing power, two -part tariff is superior to RPM, and RPM is superior to linear pricing, that is to say only two - part tariff can produce the "first best" profit for the supplier. Also, we found that there is a prerequisite consisted by the countervailing power and the degree of substitutability for the use of two - part traffic. When the prerequisite was met, two - part tariff is the optimal choice of the supplier; however, once the prerequisite didn't be met, RPM became the sub - optimal choice of the supplier.

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期刊信息
  • 《产经评论》
  • 北大核心期刊(2014版)
  • 主管单位:暨南大学
  • 主办单位:暨南大学
  • 主编:
  • 地址:广州市天河区黄埔大道西601号暨南大学校内
  • 邮编:510632
  • 邮箱:cjpl2010@126.com
  • 电话:020-85222798
  • 国际标准刊号:ISSN:1674-8298
  • 国内统一刊号:ISSN:44-1670/F
  • 邮发代号:46-195
  • 获奖情况:
  • 国内外数据库收录:
  • 中国北大核心期刊(2014版),中国国家哲学社会科学学术期刊数据库
  • 被引量:1550