消费者搜寻、上游企业销售渠道选择与差别化定价  

Consumer Search,Upstream Firm s Channel Selection and Price Discrimination

作　　者：董烨然[1] DONG Ye-ran

机构地区：[1]首都经济贸易大学经济学院

出　　处：《产经评论》2023年第2期5-22,共18页Industrial Economic Review

基　　金：国家社会科学基金项目“上下游非完全垄断的纵向结构与纵向控制交易合约研究”(项目编号:14BJL118,项目负责人:董烨然)。

摘　　要：考察上游生产商是否会构建自有销售渠道(自营店),且在构建自有销售渠道(自营店)后,会不会既直接向消费者销售商品,又同时间接地经由下游零售商向消费者销售商品的问题。结果表明:消费者在不同商店进行搜寻后,再寻找价格合适的商店进行购买的行为,可以被上游生产商用来构建一个甄别不同类型消费者的机制,即上游生产商可以利用直接销售和间接销售两种不同的渠道,对商品偏好程度不同的消费者进行差别化定价,达到增加企业利润的目的。尽管在不同商店进行搜寻的行为能使得更多的消费者买到商品,但会使整体消费者剩余降低。This paper examines whether an upstream firm will build its own sales channels(self-owned stores),and whether,after the sales channels(self-owned stores)are built,it will both sell products directly to consumers and indirectly through a downstream retailer to consumers.The paper finds that the behavior of consumers searching in different stores and then buying in stores with appropriate prices can be used by the upstream firm to construct a mechanism for discriminating different types of consumers,meaning that the upstream firm can use two different sales channels(direct sales and indirect sales)to make differential pricing for consumers with different preferences,in order to achieve maximal profits.Although searching in different stores enables more consumers to buy products,it reduces the overall consumer surplus.

关 键 词：消费者搜寻 纵向结构 差别化定价 直接销售 间接销售 

分 类 号：F062.9[经济管理—政治经济学]