零售企业平台化转型及其双边定价策略研究
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骆品亮(1969—),男,福建惠安人,博士,教授,博士生导师.Email:plluo@fudan.edu.cn

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国家自然科学基金资助项目(71072005);国家社会科学基金重大资助项目(11&ZD142);华侨大学科研基金资助项目(13SKBS102)


Platformization and two-sided pricing strategies for retailers
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    摘要:

    运用双边市场理论方法,研究传统零售企业的平台化转型及其双边定价模式选择,发现:1)在生产成本和消费者估价均匀分布的条件下,赚差价的传统垄断零售商收取进场费并不能增加利润,转型为会员费制双边零售平台反而降低利润。2)随着供应商单位分销成本的增加,传统零售商可先选择转型为佣金制双边零售平台作为过渡;随着单位分销成本的进一步提高,零售企业可以进一步提高佣金率,并对供应商进行适当补贴,但对消费者免收会员费,转型为二部收费制平台。3)会员费制双边零售平台的倾斜性双边定价策略与产品价格及其分销成本有关,当供应商的零售价格适中时,平台应向消费者与供应商收取会员费;而当供应商零售价格较高时,平台应向供应商收取会员费并补贴消费者。此外,本文结合我国B2C零售平台的收费模式进行应用分析。

    Abstract:

    Turning to the theoretical methods of two-sided markets,this article studies the platformization of traditional retailers as well as the two-sided pricing modes for platforms. The main results indicate that the transition from a traditional retailer with price difference mode to one with slotting allowance does not result in a higher profit but that the transition to the platform mode with membership fees does result in a lower profit.Further,as the unit distribution cost increases,the platform with commission mode may be a desirable transitional alternative for a traditional retailer; as the unit distribution cost amounts to a high level,the platform with two-part tariffs mode will be more desirable and it shall raise the commission ratio for suppliers but support them with a subsidy.Customers should be entertained with free of charge in this occasion.Lastly,the highly skewed pricing strategies for the platform with membership fees mode depend on the retail prices and the distribution costs.The optimal strategies for the platformized retailer indicate that both consumers and suppliers should be tared if the retail prices are set at a medium level by suppliers and that the suppliers should be changed while subsidizing customers if the retail prices set by suppliers are high enough. Besides,this article carries out applied investigations on the pricing modes for B2C retailers in China.

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骆品亮,傅联英.零售企业平台化转型及其双边定价策略研究[J].管理科学学报,2014,17(10):1~12

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  • 在线发布日期: 2018-04-17
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