基于Bertrand模型的进口跨境电商备货及定价策略  

Stocking and Pricing Strategy of Import Cross Border E-Commerce Based on Bertrand Model

作　　者：张旋璇 曹国华[1] ZHANG Xuan-xuan CAO Guo-hua(College of Economics and Business Administration, Chongqing University, Chongqing 40004)

机构地区：[1]重庆大学经济与工商管理学院,重庆400044

出　　处：《软科学》2017年第10期130-135,共6页Soft Science

基　　金：国家自然科学基金项目(71232004);中央高校基本科研业务重大自主项目(CDJSK1001);重庆大学金融实验项目(2013JGSYJX005)

摘　　要：以2016年的跨境电商税改和正面清单为背景,应用演化博弈论和Bertrand模型对跨境电商企业的决策行为进行了三阶段博弈分析。第一阶段通过演化博弈论分析企业和监管机构的博弈,得到了超额收益、备货成本和处罚收入、舆论压力分别与企业备货概率和监管机构监管概率之间的关系;第二阶段和第三阶段利用Bertrand模型分析了跨境电商企业和传统贸易企业的价格竞争,其中第三阶段还对传统贸易企业加入了互补商品以提高市场竞争力。并得出了进口跨境电商企业在价格竞争中的针对弹性系数的变化采取不同的定价策略。This paper uses evolutionary game theory and Bertrand model to analyze the decision behavior of cross - border business enterprise in three stage game, which based on the background of the 2016 cross - border tax reform and the posi- tive list. First, using evolution game theory to analyze the game between the enterprise and the regulatory agency, get the relationship between excess returns, stock cost, income of punishment, the pressure of public opinion and the probability of enterprise chose stocking and regulatory chose supervision. Using Bertrand model to analyze the price competition between Cross - border E - commerce enterprise and traditional enterprise in the second stage and the third stage. Analyzed the pri- cing strategy when traditional trade enterprise using complementary goods to improve market competitiveness. Get the ad- vices to import cross - border business enterprise and traditional enterprise to take different pricing strategies in different e- lastic coefficient of var/ation in price competition.

关 键 词：跨境电子商务 正面清单 BERTRAND模型 演化博弈 

分 类 号：F741.1[经济管理—国际贸易]