%0 Journal Article
%T 基于消费者从众特性的零售平台的定价机制研究<br>Pricing Mechanism of Retail Platform Based on the Conformity Features of Consumers
%A 张千帆
%A 于晓娟
%A 张亚军
%A 张榕&lt
%A br&gt
%A ZHANG Qianfan
%A YU Xiaojuan
%A ZHANG Yajun
%A ZHANG Rong
%J 管理学报
%D 2015
%X 摘要 以B2C零售商由自营转向自营与联营混合模式为背景，基于消费者的从众特性，建立两阶段Stacklberg博弈模型，分析消费者的从众特性对零售平台自营商品与入驻商家联营商品的定价策略的影响。并深入探讨从众特性对二者定价差、销售量及佣金比例的影响。研究表明，在考虑消费者从众特性的情况下，自营与联营商品的定价都会下降，定价策略并不相同，零售平台可以通过制定合适的佣金比例有效缓解自营商品与联营商品之间的直接竞争。<br>Taking the trend of growing B2C retailers opening platform and changing from self-employed mode to alliance mode as the background, the paper analyzes the effect of the conformity of consumers on the pricing strategy in two-sided market. The study puts forward to a two-stage Stacklberg game model to discuss how the conformity of consumers has influenced the price between the retail platform and settled merchants. Through the model, we can also analyze the differential pricing, sales volumes and commission rate. This paper indicates that under the condition of the property of consumer crowd, the price of both self-employed goods and agency goods will decrease. But the pricing mechanism is different. So retail platform can effectively relieve the direct competition between self-employed goods and agency goods by setting appropriate commission ratio
%K 零售平台
%K 自营
%K 联营
%K Stacklberg两阶段博弈
%K 定价机制
%K &lt
%K br&gt
%K retail platform
%K proprietary trading
%K alliance mode
%K Stacklberg game model
%K pricing mechanism
%U http://manu68.magtech.com.cn/Jwk_glxb/CN/abstract/abstract10773.shtml