双寡头厂商线上线下多渠道市场竞争策略研究  

Online /Offline Multi-channel Markets Competitive Tactics between Duopoly Firms

作　　者：后锐[1] 张乐[1] 

机构地区：[1]广东工业大学管理学院,广东广州510520

出　　处：《科技管理研究》2014年第11期176-181,共6页Science and Technology Management Research

基　　金：国家自然科学基金项目"多企业多市场动态竞争情景下序贯并购形成机理及策略研究"(71103044);广东省普通高校人文社会科学研究基地重大项目"多市场动态竞争诱发战略并购潮形成机理研究"(10JDXM63005)

摘　　要：电子商务的快速发展引发了线上销售与线下销售两种渠道市场之间的竞争,而两种渠道市场的竞争性和互补性给厂商间的商品渠道投放造成了困惑。在Bowley模型的基础上,通过引入合作系数构建双寡头厂商在两个非独立市场上的竞争模型;通过Matalab软件计算模型的数值解,讨论厂商在两个渠道市场上的投放量、定价、利润及其决定因素,并通过比较静态分析讨论双寡头厂商在线上线下两种渠道市场中的竞争与静默合作策略。The rapid development of e - commerce has lead to the competition between online sale and offline sale, and these two competitive and complementary sale channels do bring confusions for firms to decision - making on sales tactics. Based on the Bowley model and introduction of the cooperation coefficient, this paper establishes an improved multi - market competition model of duopoly firms competing in two relevant sale channels markets. By calculating the numerical solution, to obtain the revenue maximization, this paper discusses what quantities of product the duopoly firms should put into sales in each channel market, at what price should to be sold, and how to maximize the profits. Finally, we analyses the multi -market competition and tacit collusion using the static analysis method

关 键 词：多市场竞争 线上 线下销售 Bowley模型 竞争与合谋 

分 类 号：F276.8[经济管理—企业管理]