收益共享下的电商平台跨店捆绑销售定价决策  

E-commerce platform cross-store bundle pricing decisions under revenue sharing

作　　者：尤美虹 潘林[3] YOU Meihong;PAN Lin(Institute of Logistics Science and Engineering, Shanghai Maritime University, Shanghai 201306, China;School of Management, Wuhan Donghu University, Wuhan 430071, China;Hubei Logistics Development Research Center, Hubei University of Economics, Wuhan 430205, China)

机构地区：[1]上海海事大学物流科学与工程研究院,上海201306 [2]武汉东湖学院管理学院,湖北武汉430071 [3]湖北经济学院湖北物流发展研究中心,湖北武汉430205

出　　处：《计算机集成制造系统》2021年第11期3356-3364,共9页Computer Integrated Manufacturing Systems

基　　金：教育部人文社会科学青年基金资助项目(20YJC630109)。

摘　　要：为了研究电商平台和两个线上互补商家组成的双边市场下的网络零售中跨店捆绑销售定价决策问题,考虑收益共享契约机制,分别构建非捆绑销售与跨店捆绑销售决策模型,并获取均衡解。结果表明:跨店捆绑销售模式下的单件产品价格总是高于非捆绑销售时期的产品价格,但互补产品的捆绑价格低于非捆绑销售时期的单件产品价格之和;当收益共享系数处于一个理想的适中水平时,电商平台可以通过跨店捆绑销售策略提升自身与零售商家的利润水平,实现Pareto改进;当收益共享系数较低或较高时,电商平台采用捆绑销售策略无法提高利润水平,也无法实现Pareto改进。研究结论对指导电商平台合理运用捆绑销售策略和设计收益共享系数提供参考。To research the pricing decisions problem of cross-bundle sales in a online retail market that composed of two online complementary merchants and a common e-commerce platform,the non-bundled sales and cross-bundle sales decision models were constructed and solved by considering a revenue sharing contract mechanism.The conclusion showed that the price of a single product under the cross-bundle sales model was higher than the product price during the non-bundling period.However,the bundled price of complementary products was lower than the sum of the prices of individual products under non-bundled sales.When the revenue sharing coefficient was at an ideal moderate level,the e-commerce platform could adopt a cross-store bundling sales model while improving its own and merchants profit levels and achieve Pareto improvements.Conversely,when the revenue sharing coefficient was low or high,the bundling strategy adopted by the e-commerce platform could not increase the profit level and achieve Pareto improvement.The research conclusion provided a certain reference basis for guiding the e-commerce platform to reasonably use the bundling sales strategy and the design revenue sharing coefficient.

关 键 词：跨店捆绑销售 收益共享契约 定价决策 电商平台 

分 类 号：F274[经济管理—企业管理]