基于网络外部性的上架费博弈分析  

Based on the Slotting Allowance of Network Externality Game Analysis

作　　者：陈义国[1] 孙飞[1] 

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《经济与管理》2012年第12期74-78,共5页Economy and Management

基　　金：中国人民大学研究生科学研究基金项目(12XNH235)

摘　　要：上架费作为制造商和零售商博弈的重要工具,在具有网络外部性的网络零售市场上其决定机制更加复杂。从网络销售市场的网络外部性出发,构建模型分析三种市场结构下上架费的由来及均衡确定。发现,网络外部性与上架费和产品价格都成反比;网络零售商的市场势力并不通过上架费的变化直接体现,而是通过产品价格的变化间接体现;网络外部性作为网络零售商利润的重要组成部分,与网络零售商的上架费收入成反比。Slotting alloance as manufacturers and retailers important tools in the game, with network externalities network retail market its decision mechanism is more complex. From the network marketing network externality setting out, we build model analysis of three kinds of market structures added costs origin and equilibrium determination. Discovery, network externality and the added costs and product prices are inversely. Internet retailers market power does not pass through the slotting allowance changes reflected directly, but through the product price change reflected indirectly, and network externalities network as an important part of the retailer＇s profit, and online retailers listing fee income were inversely.

关 键 词：网络外部性 上架费 博弈论 市场结构 

分 类 号：F717.6[经济管理—产业经济]