考虑消费者偏好和参与者权力的在线渠道决策分析  

Decision analysis of online channel based on power structure of participants and preference of consumers

作　　者：王滔[1] 颜波[1] WANG Tao YAN Bo(School of Economics and Commerce, South China University of Technology, Guangzhou 510006, China)

机构地区：[1]华南理工大学经济与贸易学院,广东广州510006

出　　处：《计算机集成制造系统》2017年第9期2040-2057,共18页Computer Integrated Manufacturing Systems

基　　金：广东省自然科学基金资助项目(2016A030313485;2017A030313415);广东省软科学研究计划资助项目(2015A070704005);广东省科技计划资助项目(2013B040500007;2013B040200057);中央高校基本科研业务费专项资金资助项目(2015KXKYJ02)~~

摘　　要：借鉴亚马逊与其加盟商的竞合关系,将消费者对不同产品偏好存在差异的情况以及参与者的不同权力结构引入在线渠道的竞合模型中。研究发现:加盟商只有在自己占主导地位时,最优收益的实现才会受到限制;而在线零售商只有在自己占主导地位且消费者对自己的产品偏好大于加盟商产品时,最优收益的实现才不会受到限制。通过算例分析可知,消费者对服务的重视能够提高产品价格、服务水平以及参与者收益;只有当消费者对加盟商的产品更加偏好,且自己占主导地位时才能获得更多收益,否则两参与者只有当在线零售商占主导地位时才能获得更多收益。Through referring to the relationship of competition and cooperation between Amazon and franchisee,the different preference of consumer to different products and the different power structure of participants were introduced into the online channel model.The results showed that the realization of franchisee＇s optimal profit would be restricted only in the situation of its dominance,but the online retailer would not be restricted only when it dominate and the consumer＇s preference to online retailer＇s product was big than the preference to the franchisee＇s product.According to the numerical analysis,the consumer＇s attention degree to service had a positive impact on the prices,service and profits of two participants.Furthermore,franchisee would get more profit than other situation when it dominate itself and consumers were prefer to its products more than to the online retailer＇s products,otherwise the two participants would get more profit than the situation of online retailer dominance.

关 键 词：消费者偏好 权力结构 消费者效用 在线渠道 决策分析 

分 类 号：C931[经济管理—管理学] F272