考虑新鲜度竞争的生鲜电商零售平台定价优化研究  

Retail Platform Considering Freshness Competition

作　　者：石园 甘洁莹 肖秀萍 Shi Yuan;Gan Jieying;Xiao Xiuping(Department of Electronic Business,South China University of Technology,Guangzhou 510006,China)

机构地区：[1]华南理工大学电子商务系,广州510006

出　　处：《技术经济》2024年第12期97-110,共14页Journal of Technology Economics

基　　金：国家社会科学基金“新消费时代下我国零售供应链创新发展路径研究”(20BGL024)。

摘　　要：生鲜电商平台保鲜效率不同导致其产品新鲜度和价格存在差异,影响消费者购买决策。目前生鲜电商市场竞争激烈且运营混乱,为科学指导生鲜电商平台健康发展运营,本文基于Hotelling构建双寡头生鲜电商平台竞争模型,研究保鲜效率影响下两生鲜电商平台的产品新鲜度竞争和价格博弈,并讨论消费者特性和保鲜效率对两生鲜电商平台竞争博弈的影响。研究结果表明:保鲜效率高的生鲜电商平台单位保鲜成本低,其选择提供高新鲜度高价产品的策略是有效的,反之亦然。对于生鲜产品,无论消费者特性如何,低价策略无法有效抢占市场份额,因此,生鲜电商平台应提高自身保鲜效率,降低保鲜成本,从高新鲜度高价产品策略中有效获利。Different fresh-keeping efficiency of fresh e-commerce platform leads to differences in product freshness and price,which affects consumers purchase decisions.At present,the competition in the fresh e-commerce market is fierce and the operation is chaotic.In order to scientifically guide the healthy development and operation of the fresh e-commerce platform,the competition model of the duopoly fresh e-commerce platform was constructed based on Hotelling.The product freshness competition and price game of the two fresh e-commerce platforms under the influence of fresh efficiency were studied,and the effects of consumer characteristics and preservation efficiency on the competition game of the two fresh e-commerce platforms were discussed.The results show that the fresh e-commerce platform with high fresh-keeping efficiency has low unit fresh-keeping cost,and the strategy of providing high-freshness and high-price products is effective,and vice versa.For fresh products,no matter what the consumers characteristics are,the low-price strategy can not effectively seize the market share.therefore,the fresh e-commerce platform should improve its fresh-keeping efficiency,reduce the fresh-keeping cost,and effectively profit from the high-tech freshness and high-price product strategy.

关 键 词：生鲜电商平台 新鲜度 保鲜效率 平台竞争 HOTELLING模型 

分 类 号：F272[经济管理—企业管理]