不同市场准入标准下基于服务竞争的零售商竞合策略选择  

Co-Opetition Strategy Choices of Retailers Based on Service Competition under Different Market Entry Standards

作　　者：肖旦[1] 聂珊珊 周永务[2] 罗颜 XIAO Dan;NIE Shan-shan;ZHOU Yong-wu;LUO Yan(School of Management,Guangzhou University,Guangzhou 510006,China;School of Business Administration,South China University of Technology,Guangzhou 510641,China)

机构地区：[1]广州大学管理学院,广东广州510006 [2]华南理工大学工商管理学院,广东广州510641

出　　处：《中国管理科学》2021年第10期121-130,共10页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71802064);广东省自然科学基金资助项目(2018A030313760);广州市社科规划一般项目(2018GZYB123)。

摘　　要：在具有不同准入标准的管制市场与自由市场中,服务是影响需求一个非常重要的因素。为了降低服务运作成本,零售商进行了服务提供模式的创新。分别在管制市场与自由市场环境下,建立了基于服务竞争的零售商竞合策略选择模型。研究发现:在管制市场中,与独立提供服务相比,合作建立场地提供服务时零售商的利润会增加,但是,服务水平保持不变;与此同时,零售商参与非盈利的第三方统一服务平台所提供的服务水平最低,但利润最高。在自由市场中,选择合作提供服务模式的零售商比选择独立提供服务的零售商多,但选择参与非盈利的第三方统一服务平台提供服务的零售商数量最多。在自由市场环境中,当服务设施的固定成本较小时,则统一服务平台模式中零售商提供的服务水平最高;但是,当服务设施的固定成本较大时,则合作提供服务模式中零售商提供的服务水平最高。数值例子的结果也验证了所讨论的理论结果。In China,the market can be divided into two categories according to the entry standards of the industry to which the commodity belongs:one is a market that is strictly controlled by the government and has the fixed number of entry companies;the other is a market that is loosely regulated by the government,in this type of market,as long as the company’s profit that reach a certain level and meet relevant requirements,he can freely choose whether to enter.The first type of market is called a regulated market,and the second type of market is called a free market.However,whether in a regulated market or a free market,service has become a very important factor affecting consumer demand.In the actual operational management,many managers are constantly exploring service model that can reduce service operation cost and bring greater benefit.As far as we know,there are three different models for retailers to provide services to consumers,namely the independent service mode,the cooperative service mode and the unified service platform.Based on the above background,it is assumed that there are n retailers N={1,2,…,n}selling the same products in the market.They compete in service level,in which the service level chosen by retailer i is si.The demand of retailer i is directly proportional to its own service level and inversely proportional to the service level of its competitors.Therefore,the demand of retailer i is a function of the service level vector s=(s1,…,sn).The demand function of retailer i is assumed to be:■,whereαis the basic market demand of each retailer;β(n)is the sensitivity of market demand to the retailer’s service level,is increasing in n,and■.The retailer’s service cost includes two aspects.On the one hand,it is the fixed cost K of the place required to provide service;on the other hand,it is the unit service costηwhen providing different service levels,including labor costs,time costs,and advertising costs,etc.According to the above assumptions,relevant models are established based on the

关 键 词：管制市场 自由市场 服务竞争 竞合模型 

分 类 号：O225[理学—运筹学与控制论]