CAJ | 학술논문

随着中国电子商务市场的迅速发展,传统渠道与网络渠道之间的竞争日趋激烈,国内外学者对两种渠道之间的价格竞争进行了广泛研究。构建包含一个传统企业和一个网络企业的双寡头城市线性Hotelling模型,定量分析各个影响因素对两渠道价格竞争的影响,通过多元线性回归模型进行计量检验。研究结果表明,电子商务成熟度越高,网络渠道和传统渠道的销售价格都会降低,但是传统渠道的价格降低速度要大于网络渠道;网上购物成本越高,网络渠道的价格越倾向于低于传统渠道。最后通过实际数据检验证实了这一结论,该结论对分析中国两种渠道的价格竞争情况具有指导作用。
수착중국전자상무시장적신속발전,전통거도여망락거도지간적경쟁일추격렬,국내외학자대량충거도지간적개격경쟁진행료엄범연구。구건포함일개전통기업화일개망락기업적쌍과두성시선성Hotelling모형,정량분석각개영향인소대량거도개격경쟁적영향,통과다원선성회귀모형진행계량검험。연구결과표명,전자상무성숙도월고,망락거도화전통거도적소수개격도회강저,단시전통거도적개격강저속도요대우망락거도;망상구물성본월고,망락거도적개격월경향우저우전통거도。최후통과실제수거검험증실료저일결론,해결론대분석중국량충거도적개격경쟁정황구유지도작용。
The competition between traditional channel and network channel is becoming more and more severe with the rapid development of electronic business market in China.Scholars all over the world do a great deal of research on the price competition between these two channels.In this paper,we set up a city linear hotelling model.The study analyzed all factors which influence prices for both traditional and network channels by using quantitative method.In addition,we carried out some statistical test by using a multiple linear regression model.The results show that as electronic business gets more mature,prices in both network channel and traditional channel will get lower,but prices decrease in traditional channel will be bigger than that in network channel.Moreover,as cost for purchasing via network channels increases,price in network channel tends to be lower than that in traditional channel.Finally,we confirm this conclusion by carrying out some statistical test.This conclusion can as well be used to analyze the competition between traditional channels and network channels in China.