自营式电子商务网站价格战的博弈分析与对策  

Game Modeling Analysis and Countermeasures of Price Reduction in E-commerce Websites

作　　者：夏凡[1] 冯华[1] 

机构地区：[1]北京交通大学经济管理学院,北京100044

出　　处：《西南交通大学学报（社会科学版）》2014年第2期83-89,共7页Journal of Southwest Jiaotong University(Social Sciences)

基　　金：北京交通大学人才基金项目"加快服务业发展与调整产业结构研究"(B10RC00010)

摘　　要：电子商务对社会经济诸多领域都产生了巨大影响,这给经济学和管理学提出了新课题。用博弈模型对自营式电子商务网站以降价行为来争夺市场份额的策略进行分析,发现:(1)电子商务网站是否采取降价策略与当前总体需求弹性以及未来市场增长预期相关;(2)在理想条件下,电子商务网站进行价格战的降价幅度的决定因素分别为当前市场结构、未来市场增长预期、当前总体需求弹性以及当前价格;(3)影响电子商务网站进行价格战博弈结果的还包括营销、资本运作、电商间差异三个因素。Game modeling is applied to measure the motivation and limitation of a price war for the E-commerce companies when they are competing for market shares. Consequently, price reduction depends on the overall demand elasticity and expectation for the future market growth. Under an ideal condition, the margin of price reduction is determined by current market structure, expectation for the future market growth, the overall demand elasticity, and the current prices. Marketing strategies, capital operations and individual differences are other factors affecting the price. This article provides a reference for price reduction decisions. As a result, supply chain management and resource mergers and acquisitions on upstream and downstream industry chains become the determinant of the E-commerce companies＇ development.

关 键 词：电子商务 BTOC 价格战 市场营销策略 博弈论 寡头竞争 市场份额 

分 类 号：F724.6[经济管理—产业经济] F224.32