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结合国内存在的多样化网上销售模式,建立三种双渠道结构博弈模型,基于Stackelberg博弈,运用逆向归纳法讨论了模型均衡解。通过数值仿真价格交叉系数和佣金比例系数对其他经济变量的影响,分析了制造商的定价决策和渠道选择。结果表明:在所有渠道结构中,价格交叉系数与零售商利润成反比,与制造商利润、双渠道总利润成正比,佣金比例系数会对制造商渠道选择产生很大影响。
Based on the diversified online sales model in China, three kinds of game models of dual-channel structure are established. Based on the Stackelberg game, the equilibrium solution of the model is discussed by using the backward induction method. Through numerical simulation of the influence of price cross coefficient and commission ratio on other economic variables, the manufacturer’s pricing decision and channel selection are analyzed. The results show that in all channel structures, the price cross coefficient is inversely proportional to the profit of the retailer, which is directly proportional to the profit of the manufacturer and the total profit of the two channels. The factor of the commission ratio will greatly influence the channel selection of the manufacturer.