北京联合大学学报（自然科学版）
北京聯閤大學學報（自然科學版）
북경연합대학학보（자연과학판）
Journal of Beijing Union University(Natural Sciences)
2015年
4期
84-90
,共7页
供应链管理%Stackelberg博弈%定价%进入
供應鏈管理%Stackelberg博弈%定價%進入
공응련관리%Stackelberg박혁%정개%진입
Supply chain management%Stackelberg game%Pricing%Entry
通过研究在位制造商面对外来上游企业产品的质量低于在位产品,且需要支付固定成本时的批发价策略. 结果表明:1) 上游企业的进入迫使在位企业降低其产品定价,削弱因零售价格过高引起的供应链双重边际效应. 2) 当固定成本很低时,上游企业进入,此时制造商采用中立定价策略;当固定成本适中时,若固定成本为共同信息,制造商采用价格阻扰定价策略;当固定成本很高时,制造商不需要改变批发价,上游企业不进入. 3) 当两种产品的价值差异很小,且固定成本为私有信息时,制造商采用中立的定价策略.
通過研究在位製造商麵對外來上遊企業產品的質量低于在位產品,且需要支付固定成本時的批髮價策略. 結果錶明:1) 上遊企業的進入迫使在位企業降低其產品定價,削弱因零售價格過高引起的供應鏈雙重邊際效應. 2) 噹固定成本很低時,上遊企業進入,此時製造商採用中立定價策略;噹固定成本適中時,若固定成本為共同信息,製造商採用價格阻擾定價策略;噹固定成本很高時,製造商不需要改變批髮價,上遊企業不進入. 3) 噹兩種產品的價值差異很小,且固定成本為私有信息時,製造商採用中立的定價策略.
통과연구재위제조상면대외래상유기업산품적질량저우재위산품,차수요지부고정성본시적비발개책략. 결과표명:1) 상유기업적진입박사재위기업강저기산품정개,삭약인령수개격과고인기적공응련쌍중변제효응. 2) 당고정성본흔저시,상유기업진입,차시제조상채용중립정개책략;당고정성본괄중시,약고정성본위공동신식,제조상채용개격조우정개책략;당고정성본흔고시,제조상불수요개변비발개,상유기업불진입. 3) 당량충산품적개치차이흔소,차고정성본위사유신식시,제조상채용중립적정개책략.
Assuming the entry product quality is less than the incumbent product quality and the entry incurs a fixed cost, this paper investigates the optimal wholesale pricing strategy for the incumbent manufacturer. The results show that the competition can weaken the negative effects of double-marginalization. The incumbent chooses a neutral pricing strategy to allow the entry for a small fixed cost, and selects an opposed pricing strategy to deter the entry when the fixed cost is moderate and common information, and does not change the wholesale price facing the entry deterrence for a high fixed cost. Besides, when the quality difference between the two products is very small and the fixed cost is private information, the incumbent manufacturer prefers a neutral pricing strategy to an opposed pricing strategy.
