手机供应链的定价模式选择研究  

Pricing Model Choices in the Mobile Phone Supply Chain

作　　者：王卓 王玉燕[2] 刘宗超 WANG Zhuo;WANG Yuyan;LIU Zongchao(School of Economics and Management,Qilu Normal University,Jinan 250200,China;School of Management Science and Engineering,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]齐鲁师范学院经济与管理学院,山东济南250200 [2]山东财经大学管理科学与工程学院,山东济南250014

出　　处：《昆明理工大学学报（自然科学版）》2022年第5期193-205,共13页Journal of Kunming University of Science and Technology(Natural Science)

基　　金：国家自然科学基金项目(71971129).

摘　　要：针对由单个手机制造商、单个手机零售商和单个通讯服务商构成的手机供应链系统,该文在以制造商为主导地位的前提下,考虑网络外部性的影响,探讨了电信供应链的定价模式选择(独立定价、纯捆绑定价和混合捆绑定价),并且研究了制造商主导地位下零售商的定价模式选择.研究发现:1)混合捆绑定价策略是严格劣策略,制造商选择独立定价策略还是纯捆绑定价策略主要受需求弹性系数以及生产成本的综合影响;2)制造商与零售商为了使自己的利润最大化,更倾向于相同的定价策略;3)通讯服务商可以利用服务手机产品网络外部性的特征,使自己的服务产品达到规模效应,从而获得更大的利润.这些研究结论对手机供应链销售以及定价策略选择具有一定的指导意义.Considering network externalities, this paper constructs a mobile phone supply chain consisting of a single manufacturer, a single retailer, and a single communication service provider to discuss the supply chain pricing strategies(standalone, pure bundled, and mixed bundled). The retailer’s pricing strategies with the manufacturer being the leader are also studied. It is found that: 1) The mixed bundled pricing is strictly inferior. Whether the manufacturer chooses standalone pricing or pure bundled pricing is affected by the demand elasticity and production cost. 2) The manufacturer and the retailer prefer to choose the same pricing strategy to maximize profits. 3) The communication service provider can achieve economies of scale by increasing network externalities of their service products, thereby obtaining greater profits. These research conclusions have certain guiding significance for the mobile phone supply chain’s selection of pricing strategies.

关 键 词：手机供应链系统 捆绑销售 网络外部性 定价策略 博弈 

分 类 号：F274[经济管理—企业管理] F407.63[经济管理—国民经济]