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- 2018
C2B电商情境下考虑横向竞争的供应链定价策略
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Abstract:
摘要： 研究了由1个供应商以及存在横向价格竞争的1个C2B电商企业与1个传统企业构成的供应链中,供应链成员在集中决策、分散决策、C2B主导决策以及传统企业主导决策4种情境下供应链成员的博弈均衡,并考察了交叉价格影响系数、个性化定制努力程度影响系数等重要参数对C2B电商企业个性化定制努力程度、零售价格以及供应链成员利润等变量的影响。研究表明,随着交叉价格影响系数的增加,在不同情境下C2B电商都会提升其个性化定制努力程度以追求更高的利润;此外,C2B电商企业不应作为主导者与传统企业展开价格竞争,而是要作为追随者充分利用其个性化定制的优势获得更大利润。
Abstract: We studies a supply chain that consists of one supplier, one E-business firm under C2B mode and one traditional firm existing horizontal price competition, and analyzes the equilibrium in four different scenarios including centralized decision, decentralized decision, C2B dominant decision and traditional firm dominant decision. The influence of some important parameters, such as cross-price coefficients, customize product effort coefficients, etc., on the customize product effort of E-business firm under C2B mode, retail price and supply chain profit is discussed. It shows that with the improvement of cross-price coefficients, the E-business firm under C2B mode will enhance effort to customize product to get higher profits. Furthermore, the E-business firm under C2B mode should not compete with the traditional firm as a leader, but as a follower to use its advantage of personalized customization to gain more profits
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