自营式电子商务网站价格战的博弈分析与对策.pdfVIP

西南交通大学学报(社会科学版) 2014 年3 月 JOURNAL OF SOUTHWEST JIAOTONG UNIVERSITY Mar. 2014 第 15 卷第2 期 (Social Sciences) Vo l. 15 No.2 自营式电子商务网站价格战的博弈分析与对策 夏凡，冯华 (北京交通大学经济管理学院，北京 100044) 关键词: 电子商务:B 10 C: 价格战;市场营销策略;博弈论;寡头竞争;市场份额 摘 要: 电子商务对社会经济诸多领域都产生了巨大影响，这给经济学和管理学提出了新课题。用博弈模 型对自营式电子商务网站以降价行为来争夺市场份额的策略进行分析，发现:(J)电子商务网站是否采取降价策略 与当前总体需求弹性以及未来市场增长预期相关:(2) 在理想条件下，电子商务网站进行价格战的降价幅度的决定 因素分别为当前市场结构、未来市场增长预期、当前总体需求弹性以及当前价格:(3) 影响电子商务网站进行价格 战博弈结果的还包括营销、资本运作、电商间差异三个因素。 中图分类号: F490.6 文献标志码: A 文章编号: 1∞9 - 4474(2014 )02 - 0083 - 07 Game Modeling Analysis and Countermeasures of Price Reduction in E-commerce Websites XIA Fan , FENG Hua (School of Economics and Mα， nagement ， Beijing Jiαotong University , Beijing 100044 , China) Key words: e-commerce; B to C; price war; marketing strategy; game the。可; obigopolistic competition; market share Abstract: Game modeling is applied to measure the motivation and limitation of a price war for the E-commerce companies when they are competing for market shares. Consequently. price reduction depends on the overall demand elasticity and expectation for the future market growth. Under an ideal condition. the margin of price reduction is determined by current market structure. expectation for the future market growth. the overall demand elasticity. and the cuηent prices. Marketing strategies. capital operations and individual differences are other factors affecting the price. This article provides a reference for price reduction decisions. As a result , supply chain managεment and resource mergers and acquisitions on upstream and