竞争环境下的产品定位-价格决策、渠道结构及福利研究

doi:10.12005/orms.2017.0242

运筹与管理 ›› 2017, Vol. 26 ›› Issue (10): 112-120.DOI: 10.12005/orms.2017.0242

竞争环境下的产品定位-价格决策、渠道结构及福利研究

刘军¹, 谭德庆², 李良², 谢会芹³

1.西南石油大学经济管理学院,四川成都 610500;
2.西南交通大学经济管理学院,四川成都 610031;
3.河北科技师范学院工商管理学院,河北秦皇岛 066004;

收稿日期:2015-09-09 出版日期:2017-10-25
作者简介:刘军(1979-),男,四川崇州人,博士,讲师,研究方向:分销渠道管理、天然气需求侧管理;谭德庆(1966-),男,吉林人,教授,博士生导师,研究方向:博弈理论及应用、决策分析;李良(1975-),男,河北赵县人,博士,副教授,硕士生导师,研究方向:供应链管理;谢会芹(1984-),女,山东定陶人,硕士,讲师,研究方向:供应链管理。
基金资助:
国家自然科学基金资助项目(71271175);教育部人文社会科学研究青年基金(12YJC630096);四川循环经济研究中心项目(XHJJ-1504);西南石油大学青年教师“过学术关”计划项目(201331010069);西南石油大学科研启航计划项目(2014QHZ001);2016年度河北省社会科学发展研究课题民生调研专项(201601138)

Study on Product Positioning-price Decision Making, Channel Structure and Welfare

LIU Jun¹, TAN De-qing², LI Liang², XIE Hui-qing³

1.School of Economics and Management, Southwest Petroleum University, Chengdu 610500, China;
2.School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China;
3.College of Business Administration, Hebei Normal University of Science ＆ Technology, Qinhuangdao 066004, China;

Received:2015-09-09 Online:2017-10-25

摘要/Abstract

摘要： 在竞争环境下,探讨议价能力对产品定位-价格决策、成员利润、用户以及社会整体的影响,采用稳定性分析法研究均衡状态下的渠道结构分布,并对基本模型进行拓展分析。研究表明:生产商议价能力越强,产品批发/零售价格和渠道成员利润越高,零售商在筛选产品生产商时更愿意选择知名品牌;采用自营模式将提高消费者剩余和社会福利;成本差异的扩大将提高社会福利,而用户偏好不确定性虽然有助于提升上下游成员利润,但会损害社会整体利益。

关键词: 分销渠道, 竞争环境, 定位-价格, 成本差异, 偏好不确定性

Abstract: Under the competing circumstance, the effects of manufacturers’ bargaining power on product positioning-pricing decision making, member profits, users and society are discussed. The paper studies equilibrium distribution of channel structures by stability analysis method, and expands the basic models. The study shows that the increase of manufacturers’ bargaining power will improve wholesale price, retail price and channel members’ profits. It will prefer famous brand when the retailer chooses a manufacturer. Independent sales model will increase consumer surplus and social welfare. The increase of cost difference will improve social welfare. Though the uncertainties of user preferences help to improve channel member’s profits, they will damage the overall interests of the community.

Key words: distribution channel, competing circumstance, positioning-pricing, cost difference, preferences uncertainties

中图分类号:

F224.32
F273

刘军, 谭德庆, 李良, 谢会芹. 竞争环境下的产品定位-价格决策、渠道结构及福利研究[J]. 运筹与管理, 2017, 26(10): 112-120.

LIU Jun, TAN De-qing, LI Liang, XIE Hui-qing. Study on Product Positioning-price Decision Making, Channel Structure and Welfare[J]. Operations Research and Management Science, 2017, 26(10): 112-120.

参考文献

[1] 桑彤,何欣荣.好时收购金丝猴完成80％股权交割,将以35亿元全资收购[EB/OL].2014- 09-27, http://news.xinhuanet.com/fortune/2014- 09/27/c_1112651699.htm
[2] McGuire T W, Staelin R. An industry equilibrium analysis of downstream vertical integration[J]. Marketing Science, 1983, 2(2): 161-191.
[3] Coughlan A T. Competition and cooperation in marketing channel choice: theory and application[J]. Marketing Science, 1985, 4(2): 110-129.
[4] Moorthy K S. Strategic decentralization in channels[J]. Marketing Science, 1988, 7(4): 335-355.
[5] Bonanno G, Vickers J. Vertical separation[J]. The Journal of Industrial Economics,1988, 36(3): 257-265.
[6] Coughlan A T, Wernerfelt B. On credible delegation by oligopolists: a discussion of distribution channel management[J]. Management Science, 1989, 35(2): 226-239.
[7] Gupta S, Loulou R. Process innovation, product differentiation, and channel structure: strategic incentives in a duopoly[J]. Marketing Science, 1998, 17(4): 301-316.
[8] Xiao T J, Choi T-M. Purchasing choices and channel structure strategies for a two-echelon system with risk-averse players[J]. International of Production Economics, 2009, 120(1): 54- 65.
[9] Anderson E J, Bao Y. Price competition with integrated and decentralized supply chains[J]. European Journal of Operational Research, 2010, 200(1): 227-234.
[10] Ai X, Chen J, Zhao H, Tang X. Competition among supply chains: implications of full returns policy[J]. International Journal of Production Economics, 2012, 139(1): 257-265.
[11] 李柏勋,周永务,王圣东.供应链间Stackelberg博弈下纵向结构决策模型[J].科研管理,2012,33(12):50-58.
[12] Zhou Y W, Cao Z H. Equilibrium structures of two supply chains with price and displayed-quantity competition[J]. Journal of the Operational Research Society, 2014, 65(10): 1544-1554.
[13] Li Q, Liu Z. An investigation on research and development cost reduction and channel strategies in competing supply chains[J]. International Journal of Industrial Engineering Computations, 2014, 5(3): 387-394.
[14] Neven D. Two stage(perfect)equilibrium in hotelling’s models[J]. The Journal of Industrial Economics, 1985, 33(3): 317-325.
[15] Lambertini L. Unicity of the equilibrium in the unconstrained hotelling model[J]. Regional Science and Urban Economics, 1997, 27(3): 785-798.
[16] Tyagi R K. Pricing patterns as outcomes of product positions[J]. Journal of Business, 1999, 72(1): 135-157.
[17] Tyagi R K. Sequential product positioning under differential costs[J]. Management Science, 2000, 46(7): 928-940.
[18] Tyagi R K. Cost leadership and pricing[J]. Economics Letters, 2001, 72(2): 189-192.
[19] Ishibashi I, Matsushima N. The existence of low-end firms may help high-end firms[J]. Marketing Science, 2009, 28(1): 136-147.
[20] 王强,陈圻,和媛媛.基于内生创新溢出的企业低成本产品定位与定价博弈分析[J].运筹与管理,2009,18(2):162-166.
[21] 孙树垒.横向双寡头R&D合作与差异化产品价格竞争[J].山东理工大学学报(自然科学版),2010,24(2):20-23.
[22] Sajeesh S, Raju J S. Positioning and pricing in a variety seeking market[J]. Management Science, 2010, 56(6): 949-961.
[23] Lauga D O, Ofek E. Product positioning in a two-dimensional vertical differentiation model: the role of quality costs[J]. Marketing Science, 2011, 30(5): 903-923.
[24] Takagoshi N, Matsubayashi N. Customization competition between branded firms: continuous extension of product line from core product[J]. European Journal of Operational Research, 2013, 225(2): 337-352.
[25] Xiao T, Xia Y, Zhang G P. Strategic outsourcing decisions for manufacturers competing on product quality[J]. IIE Transactions, 2014, 46: 313-329.
[26] Behringer S, Filistrucchi L. Hotelling competition and political differentiation with more than two newspapers[J]. Information Economics and Policy, 2015, 30: 36- 49.
[27] Tabuchi T, Thisse J F. Asymmetric equilibria in spatial competition[J]. International Journal of Industrial Organization, 1995, 13(2): 213-227.
[28] D’Aspremont C, et al. On hotelling’s “stability in competition”[J]. Econometrica, 1979, 47(5): 1145-1150.
[29] Gabszewicz J J, Thisse J F. On the nature of competition with differentiated products[J]. The Economic Journal, 1986, 96(381): 160-172.
[30] Wu D, Baron O, Berman O. Bargaining in competing supply chains with uncertainty[J]. European Journal of Operational Research, 2009, 197(2):548-556.
[31] Staelin R. An industry equilibrium analysis of downstream vertical integration: twenty-five years later[J]. Marketing Science, 2008, 27(1): 111-114.
[32] Brekke K R, Straume O R. Bilateral monopolies and location choice[J]. Regional Science and Urban Economics, 2004, 34(3): 275-288.
[33] Meagher K J, Zauner K G. Product differentiation and location decisions under demand uncertainy[J]. Journal of Economic Theory, 2004, 117(2): 201-216.
[34] Bonein A, Turolla S. Sequential location under one-sided demand uncertainty[J]. Research in Economics, 2009, 63(3): 145-159.

竞争环境下的产品定位-价格决策、渠道结构及福利研究

Study on Product Positioning-price Decision Making, Channel Structure and Welfare

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 3

编辑推荐

Metrics

[1]	王文宾, 丁军飞. 基于电商平台的混合销售渠道对供应链决策的影响研究[J]. 运筹与管理, 2019, 28(6): 89-97.
[2]	李建斌, 王启飞, 胡威. 信息不对称下制造商填塞分销渠道策略研究[J]. 运筹与管理, 2016, 25(1): 8-14.
[3]	刘军, 谭德庆. 存在强势零售商的竞争渠道内生时机[J]. 运筹与管理, 2014, 23(4): 33-40.