作　　者： ;

机构地区： 深圳大学管理学院

出　　处： 《运筹与管理》 2009年第1期72-81,共10页

摘　　要： 价格比较购物技术的采纳使得电子市场更富有竞争性,由此影响了在线零售业的竞争动态。在双寡占同质产品市场情形下,本文建立了多期动态定价博弈模型来分析电子市场价格随价格比较购物技术扩散进程的演化路径,并探讨了与其相关联的基础理论问题。分析结果表明:(ⅰ)均衡价格区间的最低价格和平均价格随着电子市场的发展呈下降趋势,下降速度与价格比较购物技术的扩散速度成正比,价格分散性将在很长一段时间内存在;(ⅱ)企业间的忠诚度份额差距越大,均衡价格区间的最低价格和平均价格将越高;(ⅲ)消费者对产品的在线接受程度越高,最低价格和平均价格将越高。 The adoption of price comparison technology can make electronic markets more competitive, hence affecting the competitive dynamics of online sales. In the ease of duopolistic homogenous goods market, mult-period dynamic pricing game models are used to analyze how the prices in electronic markets evolve with the diffusion of price comparison shopping technology and probe into related fundamental theoretical proxies. Our results show： （ i ）the lowest price and the average price within the support of equilibrium price decrease with the development of electronic markets, at the rate positively related to the diffusion rate of price comparison technology. And there would exist price dispersion in the long run. （ ii ）the larger the difference between firms＇ loyal segments is, the higher the lowest price and the average price within the support of equilibrium price would be . And （iii ） the higher accepted degree of customer for online goods can bring in the according higher lowest price and the average price.

关 键 词： 对策论 电子市场 动态博弈模型 价格演化

领　　域： [经济管理]