服务差异化电商平台基于行为的定价策略及契约模式研究  

Study on Behavior-based Pricing Strategy and Contract Model for Platforms with Service Differentiation

作　　者：马东升 宋华明[2] 赵金晓 朱彦如 MA Dong-sheng;SONG Hua-ming;ZHAO Jin-xiao;ZHU Yan-ru(School of Business,Jiangsu Ocean University,Lianyungang 222005,China;School of Economics and Management,Nanjing University of Science&Technology,Nanjing 210094,China)

机构地区：[1]江苏海洋大学商学院,江苏连云港222005 [2]南京理工大学经济管理学院,江苏南京210094

出　　处：《中国管理科学》2023年第2期215-225,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71571102,71172105);江苏海洋大学博士科研启动基金资助项目(KQ22027);广东省哲学社会科学规划资助项目(GD20CGL38)。

摘　　要：服务差异化的电商平台利用基于行为的定价(BBP)与竞争平台争夺顾客资源,但这种外部价格竞争策略冲击了平台与合作商的内部关系。针对“自营”和“佣金”两种模式的平台,分别构建两周期动态定价博弈模型,探究BBP对平台外部竞争和内部合作的交互作用,分析平台的最优BBP策略以及与合作商签订的最优契约模式。阐述了平台分别以利润、市场占有率和顾客渗透率为决策目标时的最优定价策略和契约选择方案,进一步发现了平台具有向其合作商共享顾客信息的动机,分析了合作商向新(或老)顾客提供优惠策略及依据,最后研究了强势平台合作商的最优契约模式选择。It is common that customers are more willing to consume on platforms matching their service preferences,which makes it difficult for platforms to attract new customers.Behavior-based pricing(BBP)is used to compete for new customers and market shares.However,cooperation between platforms and collaborators are affected by intensified price competition.In this context,dual challenges of BBP strategy and contract model are faced by competing platforms.Firstly,to solve this problem,game theory is used to construct a two-period dynamic pricing model.Secondly,platform’s optimal BBP strategy and contract model are obtained through the comparative analysis of platforms’profits,prices,and demands under different scenarios.Finally,two situations are analyzed where platforms share customer information with collaborators and collaborators can choose the contract model.The main findings are as follows:(1)platforms’pricing decision are affected by two key factors—relative service efficiency and operating type,and specific conditions are given;(2)Customer information should be shared with collaborators,which can increase platforms’profits and weaken internal competition.(3)Long-term contracts are the best choice for collaborators to cooperate with resell-channel platforms.These conclusions provide management inspiration for platforms to make scientific BBP and contract model choices.In addition,it also shows that BBP helps to coordinate platforms’internal and external competition.

关 键 词：基于行为的定价 电商平台 动态定价 服务差异化 

分 类 号：F224[经济管理—国民经济]