北京邮电大学学报(社科版) ›› 2019, Vol. 21 ›› Issue (5): 24-33.doi: 10.19722/j.cnki.1008-7729.2019.0038

• 电子商务 • 上一篇    下一篇

基于演化博弈的全渠道协同定价行为研究

  

  1. 武汉理工大学 经济学院,湖北 武汉430070
  • 出版日期:2019-10-31
  • 基金资助:
    教育部人文社会科学研究项目(19YJA790057);湖北省技术创新专项(2019ADC062)

Cooperative Pricing Behavior of Omni-channel Based on Evolutionary Game

  1. School of Economics, Wuhan University of Technology, Wuhan 430070, China
  • Online:2019-10-31

摘要: 渠道协同定价是推动零售企业从多渠道向全渠道成功转型的高效措施,企业转型过程中零售渠道的协同定价策略选择及其影响因素的确定至关重要。首先,考虑竞合博弈关系,基于Hotelling分析模型构建传统与新型零售渠道定价策略博弈模型;其次,运用演化博弈理论对博弈双方定价策略选择进行稳定性分析;最后,结合系统动力学模型进行仿真模拟。结果表明:零售渠道初始策略选择、服务质量水平和个体互动沟通概率对传统和新型零售渠道策略选择有显著影响;消费者渠道心理偏好对新型零售渠道策略选择有显著影响。可从建立企业零售渠道间协同定价联盟、合理分配零售渠道服务资源、积极挖掘消费者偏好以及加强渠道间互动沟通等方面促进渠道协同定价决策。

关键词: 全渠道零售, 协同定价, 演化博弈, 系统动力学

Abstract: Channel collaborative pricing is an effective measure to promote the successful transformation of retail enterprises from multi-channel to omni-channel. Therefore, the selection of collaborative pricing strategies and the determination of influencing factors in the process of enterprise transformation are very important. Firstly, considering the competitive-cooperative game relationship, the traditional and new retail channel pricing strategy game model is constructed based on the Hotelling analysis model. Secondly, the stability of the pricing strategy choice of both sides of the game is analyzed by using evolutionary game theory. Finally, the simulation is carried out by applying the system dynamics model. The results show that the initial strategy selection, service quality level and individual interaction probability of retail channel have significant influence on the choice of traditional and new retail channel strategies, and consumer channel psychological preference has significant influence on the choice of new retail channel strategies. Channel cooperative pricing decision-making can be promoted by establishing cooperative pricing alliance among retail channels, rationally allocating service resources of retail channels, actively exploring consumer preferences and strengthening interactive communication among channels.

Key words:  omni-channel retail, cooperative pricing, evolutionary game, system dynamics

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