网络渠道与传统渠道价格差异的竞争分析  

Competitive Analysis of Price Discrimination between Network and Traditional Channel

作　　者：盛天翔[1] 刘春林[1] 

机构地区：[1]南京大学商学院,南京210093

出　　处：《管理科学》2011年第3期56-64,共9页Journal of Management Science

基　　金：国家自然科学基金(70671054;70872046);教育部哲学社会科学创新基地项目~~

摘　　要：随着中国电子商务市场的迅速发展,传统渠道与网络渠道之间的竞争日趋激烈,国内外学者对两种渠道之间的价格竞争进行了广泛研究。构建包含一个传统企业和一个网络企业的双寡头城市线性Hotelling模型,定量分析各个影响因素对两渠道价格竞争的影响,通过多元线性回归模型进行计量检验。研究结果表明,电子商务成熟度越高,网络渠道和传统渠道的销售价格都会降低,但是传统渠道的价格降低速度要大于网络渠道;网上购物成本越高,网络渠道的价格越倾向于低于传统渠道。最后通过实际数据检验证实了这一结论,该结论对分析中国两种渠道的价格竞争情况具有指导作用。The competition between traditional channel and network channel is becoming more and more severe with the rapid development of electronic business market in China.Scholars all over the world do a great deal of research on the price competition between these two channels.In this paper,we set up a city linear hotelling model.The study analyzed all factors which influence prices for both traditional and network channels by using quantitative method.In addition,we carried out some statistical test by using a multiple linear regression model.The results show that as electronic business gets more mature,prices in both network channel and traditional channel will get lower,but prices decrease in traditional channel will be bigger than that in network channel.Moreover,as cost for purchasing via network channels increases,price in network channel tends to be lower than that in traditional channel.Finally,we confirm this conclusion by carrying out some statistical test.This conclusion can as well be used to analyze the competition between traditional channels and network channels in China.

关 键 词：网络渠道 传统渠道 价格 电子商务成熟度 购物成本 

分 类 号：F713.5[经济管理—市场营销]