B2B电子市场对零售商最优策略影响研究  

Effect of B2B electronic marketplace on reseller's strategies

作　　者：邢伟[1] 汪寿阳[2] 冯耕中[3] 

机构地区：[1]北京航空航天大学经济管理学院,北京100083 [2]中国科学院数学与系统科学研究院,北京100080 [3]西安交通大学管理学院,西安710049

出　　处：《管理科学学报》2008年第5期1-6,共6页Journal of Management Sciences in China

基　　金：国家自然科学基金重点项目(70731003);国家自然科学基金创新研究群体基金资助项目(70300501)

摘　　要：在假定零售商是风险厌恶的前提下,研究了零售商参与 B2B 电子市场交易时的最优订购和定价策略;在此基础上,运用数值例子分析了 B2B 电子市场对零售商最优策略及其期望效用的影响.研究表明,参与 B2B 电子市场的零售商承担了更大的风险,并且只有在一定的条件下才能受益.此外,研究还发现参与 B2B 电子市场的零售商设置较低的零售价格,并增大了订购数量.The optimal ordering and pricing strategies when the reseller attends B2B electronic marketplace is investigated and the closed-form solutions to the reseller＇ s optimal strategies are derived. Then, the reseller＇ s performances and strategies with and without attending the B2B electronic marketplace are compared by using some numerical examples. The result shows that B2B electronic marketplace exposes the reseller to more risks, and attending the B2B electronic marketplace can not always make the reseller＇ s utility better. Moreover, our study finds that the reseller who attends the B2B electronic marketplace would set a lower retail price and order more products from the manufacturer than the reseller who does not use the B2B electronic marketplace.

关 键 词：电子市场 供应链 风险管理 定价策略 

分 类 号：F253.2[经济管理—国民经济]