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以往关于买方抗衡势力的研究未考虑零售商提供服务的情况,不能全面地反映买方抗衡势力对零售商决策的影响。针对这一问题,本文构建了由上游供应商,下游连锁零售商和当地零售商组成的纵向市场结构模型,在模型中引入了连锁零售商的买方抗衡势力,考察了买方抗衡势力条件下零售商的最优价格和服务决策,分析了买方抗衡势力变化对零售商最优决策的影响,得出了相应的结论。并通过具体算例对论文的结论进行了验证,分析了参数变化对主要结论的影响。
In the past, the research on the buyer’s countervailing power did not consider the situation of the retailer’s service, which could not fully reflect the impact of buyer’s countervailing power on retailer’s decision-making. In response to this problem, this article constructs a vertical market structure model consisting of upstream suppliers, downstream chain retailers and local retailers, introduces the buyer’s countervailing power of chain retailers in the model, examines the relationship between retailers The optimal price and service decision-making, analyzes the impact of the buyer’s counter-balancing power on the retailer’s optimal decision-making, and draws the corresponding conclusion. Through the concrete example, the conclusion of the paper is verified, and the influence of the parameter change on the main conclusion is analyzed.