综合类电商企业差异化定位及定价策略研究--基于产业链视角的Hotelling模型分析

摘要

Aiming at the“price wars” that frequently happen among the general e-commerce retailers in recent years, a Hotelling model with“one upstream and two downstream firms” is built from the insight of industry chain to study the dif-ferentiation strategies of these e-commerce firms. The analysis of a three-stage game draws the conclusion that there is a linkage effect between the supplier and e-commerce retailer. With the horizontal differentiation strategies, downstream e-commerce retailers can use alternative cut prices as means of sales promotion which does not affect their profits. But as the perceived utility of consumer from the product differentiation increases, the profits of e-commerce retailers can in-crease too. The distribution of the profit among the upstream and downstream firms depends on their abilities of negotia-tions.%针对近年来综合类电商企业频繁出现的“价格战”现象，本文从产业链的视角构建“单一供应商、双寡头电商”的Hotelling模型，研究电商企业的差异化竞争策略。通过三阶段博弈分析发现，供应商与电商定位具有联动效应，电商利用产品水平差异化实施错位定价并不影响其利润，但利润会随着产品差异化带给消费者价值增值程度的增大而增加，而上下游企业的利润分配则取决于谈判势力的分布。