基于“结构-行动”方法的中国电商价格形成机制分析  

Analysis of the price formation mechanism of China’s e-commerce based on“structure-action”method

作　　者：门豪 MEN Hao(School of Social and Behavioral Sciences,Nanjing University,Nanjing,Jiangsu 210023)

机构地区：[1]南京大学社会学院,江苏南京210023

出　　处：《价格月刊》2025年第4期12-19,共8页

基　　金：中国国家留学基金资助(编号:202006190160)。

摘　　要：二十多年来,中国电商持续保持高速增长,在国民经济中占据了重要位置,尤其是近些年来,中国电商转型出海,诞生了SHEIN、Anker等一批能够与国际领先企业抗衡的行业独角兽。以结构-行动分析视角为切入点,综合考察了电商交易网络中行动者所处的结构地位及卖家的策略性行动,同时借助于电商定价实践,抽离出平台定价及卖家自主定价两种类型,分析了卖家的多元定价博弈策略及其在平台强权控制下逆势增长的微观机理,将定价控制权转移作为理解电商价格形成的核心机制,提供了一种有别于理论经济学均衡价格计算的经济社会学分析思路。For more than 20 years,China’s e-commerce has maintained rapid growth and occupied an important position in the national economy.Especially in recent years,China’s e-commerce has been transformed and gone global so that a group of unicorn enterprises such as SHEIN and Anker that can compete with international leading enterprises come into being.Starting from the perspective of structure-action,this paper comprehensively exam-ines the structural position of actors in the e-commerce trading networks and the strategic actions of sellers.At the same time,with the help of e-commerce pricing practices,it extracts two types of pricing:platform pricing and sell-er-self pricing,analyzes the multiple pricing game strategies of sellers and the micro-mechanisms of coun-ter-trend growth under the control of platform power,and regards the transfer of pricing control as the core mecha-nism for understanding the formation of e-commerce prices,providing an economic and sociological analysis meth-od which is different from the theoretical economic equilibrium price calculation.

关 键 词：在线市场 电商价格 定价博弈 定价权 

分 类 号：F726[经济管理—产业经济]