基于Spokes模型的标价不透明销售双渠道寡头竞争策略

不透明销售(opaque sale)是近年来电子商务中一种流行的商品分销模式.针对卖方定价式(标价)不透明分销模式(posted-price opaque sale),建立了单一直销渠道和直销与标价不透明销售双渠道共存的寡头竞争模型,求解得出相应的市场均衡价格及均衡收益,并分析均衡成立的条件.研究结果表明,当市场中休闲型顾客对产品的估值或支付意愿较高时,双渠道销售模式可以有效地增加服务供应商的均衡收益·然而,对于与服务供应商合作的不透明中介商来说,随着休闲型顾客对产品估值的增加,中介商的均衡收益呈现先增加后减少的趋势.当休闲型顾客对产品的估值非常低时,中介商经营标价不透明渠道所得的收益甚至为负值.因此,当休闲型顾客对产品的估值非常低或非常高时,中介商都不适合与供应商合作.尤其是若休闲型顾客对产品的估值很低,而此时供应商的库存水平又很高,中介商与供应商签订不透明分销合作协议最不划算.该研究可为电子商务环境下的竞争定价决策提供理论参考.

Dual channel oligopoly pricing strategy of posted-price opaque sale based on the spokes model

Opaque sale is a novel sales strategies for selling excess inventories and is appeared with the rapid development of Internet and E-commerce. The paper focus on the posted-price (PP) opaque mechanism, under which two oligopoly competition models are set up, one is about single direct selling channel, the other concludes double channels (direct channel and the opaque sales channel). The equilibrium price and equilibrium profit is obtained and the equilibrium conditions are given. We find that when the valuation of leisure consumers is relatively high, sell from double channels can effectively increase providers' equilibrium profit. However, at the same time, we also find that, with the increase of leisure consumers' valuation, for resellers which running the PP opaque channel, their profit increases firstly and then decreases, which completely different to the providers'. Moreover, resellers' revenue becomes negative when leisure consumers' valuation is very low. Thus, when leisure consumers' valuation is very low or very high, the resellers are not suitable to cooperate with opaque goods providers. Especially, when the providers' inventory is very high, while leisure customers' valuation is low, signing cooperation agreement with service providers is not cost-effective for the opaque resellers. Theoretical references can be provided for the pricing in competitive electronic commerce environment.