电子商务环境下考虑竞争的新产品开发和定价策略研究  

New Product Development and Pricing Strategies in E-Commerce Environment Considering Competition

作　　者：刘咏梅[1] 廖攀[1] 胡军华[1] 

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《管理工程学报》2016年第2期210-215,共6页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金国际重大合作资助项目(71210003);国家自然科学基金资助项目(71071164;71271219);国家创新研究群体科学基金资助项目(71221061);教育部新世纪优秀人才(NCET-11-0519)

摘　　要：根据消费者效用理论,对Salop环形城市模型进行扩展,分别构建竞争环境下传统渠道和混合渠道的市场需求函数,得到各渠道为垂直一体化或分散决策时的新产品质量和定价决策,并探讨了新产品质量对供应链各价格及制造商利润的影响。研究发现,对同时拥有传统渠道和网络直销渠道的制造商而言,若消费者网络购物便利程度较大而产生的效用折扣较小,则直销价格可以高于零售价格。数值分析表明,制造商在混合渠道分散决策下的利润可能低于传统渠道垂直一体化,但普遍优于传统渠道分散决策;渠道结构对新产品质量有显著影响,垂直一体化决策时的新产品质量显著高于分散决策,且混合渠道中的新产品质量受购物交通成本及网络购物便利程度影响。To develop new products, companies should consider not only their own conditions, but also the behavior of upstream and downstream participants. With the rapid development of e-commerce, online shopping has become a new fashion of consumption. Under the current circumstance, manufacturers are increasingly adopting multi-channels by combining online direct channel with traditional retail channel to sell products, as well as bring opportunities and challenges to new product development and promotion. In this case, how do different channel structures affect manufacturers＇ new product quality？ Under the condition of considering the influence of price on demand, how will price, demand and profit of supply chain members change with the quality of different new products？ To answer these questions, we built the market demand function under single traditional channel and multi-channel environment respectively and studied the manufacturer＇s new product quality and pricing decisions when the channel was vertically integrated or decentralized by extending the Salop Circular Model and considering existing retailers selling similar products. By discussing appropriate product development and pricing strategies, we hope to provide basis for manufacturers to make decisions about new product development and pricing.We only considered the traditional channel in the first part, and then considered multi-channel situations in the second part. These considerations helped gain the best pricing strategies and product quality under the decentralized decision making model and vertical integrated decision making model for different channel structures. In the third part, we compared optimal profit and quality under these four cases through numerical analysis. Our main results are as follows：（a） Under the condition of multi-channel with vertical integration, the size of online direct selling price and retail price depend on online shopping convenience degree and the size of online shopping utility discount. By improving online

关 键 词：混合渠道 新产品开发 产品质量 定价 

分 类 号：F253[经济管理—国民经济]