网络零售商产品与运费联合定价的优化决策研究  

An Optimal Decision on Joint Pricing of Products and Shipping Fees for the Online Retailer

作　　者：田俊峰[1] 田劲松[2] TIAN Junfeng;TIAN Jinsong(School of Business Administration,Faculty of Business Administration,Southwestern University of Finance and Economics,Chengdu 610074,China;School of Science,Anhui Agricultural University,Hefei 230036,China)

机构地区：[1]西南财经大学工商管理学院,四川成都610074 [2]安徽农业大学理学院,安徽合肥230036

出　　处：《工业工程》2021年第3期26-33,共8页Industrial Engineering Journal

基　　金：国家自然科学基金资助项目(71571147,71972158,71072171)。

摘　　要：消费者网络购物对运费的认知和商家的偏好存在差异。通过消费者的购买行为分析和效用函数的刻画,研究网络零售商在进行产品与运费联合定价时捆绑定价和分割定价的优化决策问题。讨论商家之间价格竞争的组合形式,提出最优定价存在的情形选项,论证价格决策的边界和适用条件,揭示商家之间采用捆绑定价的对称竞争均衡具有稳定性,及其不同均衡条件下商家利润的相对大小规律。研究结论表明,价格决策的选项取决于商家的产品成本高低,在产品成本给定的条件下,每种价格决策的边界依赖于市场中消费者的属性特征,即运费存怀疑的消费者比例,以及消费者对商家的偏好程度。Consumers have different perceptions of shipping fees and sellers'preferences for online shopping.Through an analysis of the consumer purchasing behavior and the characterization of utility functions,the optimization decisions of bundled pricing and partitioned pricing are studied when online retailers are engaged in the joint pricing of products and shipping fees.The combination formats of price competition are discussed between online retailers.The available options for the optimal pricing are put forward,and the boundary and appropriate conditions for price decisions are demonstrated.It is revealed that the equilibrium is stable in symmetrical competition using bundled pricing between online retailers,and the relative size discipline of the profits under various competitive equilibriums.The conclusions show that the options of price decision are determined by the online retailer's product cost.For the given product cost,the boundary of each price decision depends on the attributes of consumers in the market,that is,the proportion of shipping-fee skeptics and the consumers'preference for sellers.

关 键 词：网络零售 捆绑定价 分割定价 竞争均衡 

分 类 号：F272.3[经济管理—企业管理] F252.3[经济管理—国民经济]