基于第三方竞争的电子商务企业合作博弈模型研究
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摘要
在市场上已有两个电子商务企业进行价格竞争的前提下,讨论了第三方企业选择加入一方时的合作博弈,分别针对静态博弈与Stackelberg博弈的情形,给出了各方的最优收益与最优价格策略。通过比较第三方企业加入各企业的收益及投资比,综合评定了第三方企业的最优投资策略,给出了相互竞争的企业与第三方企业合作的一般结论。最后通过数值实例验证了本文结论的合理性。
Assuming there are two e-commerce enterprises competing in price in the market,this paper proposes a research on cooperative game when a third-party enterprise chooses to cooperate with one of them,and gives the optimal revenue and pricing strategy of each enterprise respectively for static game and Stackelberg game. By comparing the revenues and investment ratios of the third-party enterprise cooperating with different enterprises,we assess the optimal investment strategy of the third-party enterprise comprehensively,and achieve some general conclusions about the decision-making of the competitive enterprises to cooperate with the third-party enterprise. Finally,a numerical example illustrates the rationality of the paper's conclusions.
Assuming there are two e-commerce enterprises competing in price in the market,this paper proposes a research on cooperative game when a third-party enterprise chooses to cooperate with one of them,and gives the optimal revenue and pricing strategy of each enterprise respectively for static game and Stackelberg game. By comparing the revenues and investment ratios of the third-party enterprise cooperating with different enterprises,we assess the optimal investment strategy of the third-party enterprise comprehensively,and achieve some general conclusions about the decision-making of the competitive enterprises to cooperate with the third-party enterprise. Finally,a numerical example illustrates the rationality of the paper's conclusions.
引文
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[8]许传永,苟清龙,周垂日,等.两层双渠道供应链的定价问题[J].系统工程理论与实践,2010,30(10):1741-1752.
[9]XU B,YANG J M.Research on the Competition between Two Completely Separated SCs and Coordination within One SC with Price Dependent Stochastic Demand[A].2010 ICLEM:the 2010 International Conference of Logistics Engineering and Management,Chengdu,China,October,2010:2657-2663.
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[12]徐加胜,陈宏.不确定性需求下零售商双渠道供应链定价及协调策略[J].管理学家学术版,2013(5):23-33.
[13]但斌,曲祯经,刘灿,等.存在强势零售商的多渠道供应链价格决策与均衡分析[J].系统管理学报,2016,25(3):556-562.
[2]Yao Z,Wu Y,Lai K K.Demand uncertainty and manufacturer returns policies for style-good retailing competition[J].Production Planning&Control,2005,16(7):691-700.
[3]陈云,王浣尘,沈惠璋.互联网环境下双渠道零售商的定价策略研究[J].管理工程学报,2008,22(1):34-41.
[4]Ha A,Tong S L.Contracting and information sharing under supply chain competition[J].Management Science,2008,54(4):701-715.
[5]Huang W,Swaminathan J M.Introduction of a second channel:Implications for pricing and profits[J].European Journal of Operational Research,2009,194(1):258-279.
[6]Anderson E J,Bao Y.Price competition with integrated and decentralized supply chains[J].European Journal of Operational Research,2010(200):227-234.
[7]肖迪,黄培清.基于供应链间价格竞争的供货渠道选择策略[J].工业工程与管理,2010,15(4):31-34.
[8]许传永,苟清龙,周垂日,等.两层双渠道供应链的定价问题[J].系统工程理论与实践,2010,30(10):1741-1752.
[9]XU B,YANG J M.Research on the Competition between Two Completely Separated SCs and Coordination within One SC with Price Dependent Stochastic Demand[A].2010 ICLEM:the 2010 International Conference of Logistics Engineering and Management,Chengdu,China,October,2010:2657-2663.
[10]但斌,徐广业,肖剑,刘灿.双渠道供应链合作与协调[C].北京:经济管理出版社,2012.
[11]WU D S.Coordination of Competing Supply Chains with Newsvendor and Buyback Contract[J].International Journal of Production Economics,2011,32(11):345-369.
[12]徐加胜,陈宏.不确定性需求下零售商双渠道供应链定价及协调策略[J].管理学家学术版,2013(5):23-33.
[13]但斌,曲祯经,刘灿,等.存在强势零售商的多渠道供应链价格决策与均衡分析[J].系统管理学报,2016,25(3):556-562.