基于网络外部性的电信供应链产品和服务捆绑定价均衡分析  

Analysis on Bundle Pricing of Product and Service of Telecom Supply Chain Based on Network Externality

作　　者：张旭梅[1] 范乔凌 王大飞[1] 冷金钟 ZHANG Xumei , FAN Qiaoling , WANG Dafei , LENG J inzhong(School of Economics ＆ Business Administration, Chongqing University, Chongqing 400040, Chin)

机构地区：[1]重庆大学经济与工商管理学院,重庆400040

出　　处：《系统管理学报》2018年第2期366-373,共8页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(71272086);高等学校博士学科点专项科研基金资助项目(20120191110042)

摘　　要：针对电信业手机制造商和电信运营商联合推出"产品+服务"的合约手机情形,考虑网络外部性、服务水平以及电信运营商手机价格调整比例等因素,构建了电信供应链运营主体在不同博弈结构下的定价决策模型,分析了网络外部性等因素对电信企业利润的影响,给出了相应的合作建议。研究表明:电信业务包具有网络外部性,使得捆绑销售价格和电信运营商利润增加;网络外部性较小时,运营主体均等的市场结构下合约手机的捆绑销售价格最低,服务水平最好,同时电信供应链利润最高;网络外部性增大到一定程度,手机制造商先决策可以带来更高的捆绑销售价格,提供更好的服务体验,电信供应链获得更高的利润。Focused on the situation that the mobile phone manufacturer and the telecom operator jointly offer the so-called contract mobile phone which includes a service package, this paper constructs the pricing decision model of telecom enterprises in different game structures, considering the network externality, the service level, the phone price ad）ustment ratio of telecom operators, and other factors. It analyzes the effects of network externality on the profits of telecom enterprises, and proposes corresponding suggestions for cooperation. The results show that the network externality of telecom service package can increase the bundle sale price and the profits of telecom operators. With the decrease of network externality, the bundle sales price of contract mobile phone decreases, the service level increases, and the profits of telecom supply chain increase in equal market structure. When network externality increases to a certain extent, as the bundle sales price increases, the service experience improves, and the profits of telecom supply chain will increase if the mobile phone manufacturer makes decision at first.

关 键 词：外部性 制造商 供应链 均衡分析 电信运营商 

分 类 号：C939[经济管理—管理学]