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本文以休闲型与商务型顾客购买产品所花费的机会成本不同为切入点,分别建立了易逝品单一直销渠道和直销与标价不透明销售双渠道共存的寡头竞争模型,得到了相应的市场均衡价格及均衡收益,并给出了均衡成立的条件。结论表明,无论是单渠道还是双渠道销售,商务型顾客购买产品的机会成本越高,其在市场中的比重越大,市场的均衡价格及供应商可获得的均衡收益也越低;而休闲型顾客购买产品的机会成本的增加,则不会导致市场均衡价格及均衡收益的降低。另外,当以两类型顾客购买产品的机会成本不同为考察点时,双渠道销售模式对供应商及中介代理商来说都不是一个明智的选择。
In this paper, the opportunity cost of leisure and business customers purchasing products is taken as the starting point, the oligopolistic competition models of single direct sales channel and direct sales and opaque sales double channel coexistence are established respectively, and the corresponding market equilibrium price And balanced income, and given the conditions for the establishment of equilibrium. The conclusion shows that the higher the opportunity cost of business customers purchase products, the greater the market share is, the lower the equilibrium price of the market and the lower the equilibrium income available to the suppliers, both for single-channel and dual-channel sales. The increase in the opportunity cost for a customer to buy a product does not result in a reduction of the equilibrium price and the equilibrium return of the market. In addition, the dual-channel sales model is not a wise choice for both suppliers and brokerage agencies when the opportunity cost of the two types of customers is different.