随着信息技术的快速发展和市场竞争的加剧，一方面，越来越多的制造商以 不同的销售模式通过电商平台销售产品，混合模式（批发价模式和代理模式共存） 下的产品定价问题研究显得尤为重要；另一方面，越来越多的电商平台利用大数 据根据顾客的历史购买行为对顾客进行分类，从而制定不同价格（BBP，Behavior- based pricing）。在上述背景下，本文运用博弈论和数值模拟分析方法，考虑不同 销售模式的效率（渠道效率）差异，研究混合模式下产品的定价决策问题，并分 析了不同定价决策对消费者剩余和社会福利的影响，最后给制造商和电商平台带 来相关管理启示。 对于混合模式下考虑渠道效率的电商平台BBP定价策略研究，本文假设不同 顾客对销售模式具有不同的偏好，通过建立两时期的霍特林模型，比较电商平台 实行BBP定价策略以及不实行BBP定价策略两种情形下的均衡解，分析电商平台 选择BBP定价策略的最优条件，以及BBP定价策略对消费者剩余以及社会福利的 影响。主要研究发现，BBP定价策略并不总是提高电商平台的利润，当两种模式 之间的渠道效率差异较大时，电商平台倾向于使用BBP定价策略，且在第二时期 采取吸引策略，当两种模式之间的渠道效率差异较小时，电商平台倾向于不使用 BBP定价策略；此外，电商平台使用BBP定价策略总是会提高消费者剩余，并且 不会降低社会福利水平。 对于混合模式下考虑渠道效率的制造商BBP定价策略研究。本文在电商平台 已使用BBP定价策略的基础上，假设电商平台愿意分享顾客信息给制造商，探讨 两个制造商对BBP定价策略的选择条件。本文针对两个制造商的不同选择构建四 种博弈模型，比较四种情形下的均衡解，得出两个制造商对BBP定价策略的最优 战略组合，并且分析不同战略组合对企业利润、消费者剩余以及社会福利水平的 影响。主要研究表明，当代理模式的销售效率较高时，实行BBP定价策略的决策 主体在第二时期总是对产品采取吸引策略；此外，两个制造商对BBP定价策略的 选择总是对立的，批发价模式的制造商没有动力使用BBP定价策略，而代理模式 中的制造商总是有动力使用BBP定价策略；无论是哪个制造商使用BBP定价策 略，总是会降低消费者剩余和社会福利水平。 关键词：批发价模式，代理模式，BBP定价策略，渠道效率，电商平台 暨南大学硕士学位论文 混合模式下考虑渠道效率的电商平台和制造商BBP定价策略研究 II ABSTRACT With the rapid development of information technology and the intensification of market competition, on the one hand, more and more manufacturers sell products through the electronic retailer by different sales modes. Therefore, it is particularly important to study the pricing strategy under the hybrid mode which the reselling and agency selling are existing simultaneously. On the other hand, with behavior-based pricing (BBP), there are many electronic retailers use customers’ purchase history data to price discriminate between past and new customers. In the above background, the paper uses game theory and numerical analysis methods to research what the pricing strategy the electronic retailers and manufacturers should make, and analyze the influence bring by the different pricing strategy on the customers’ surplus and social welfare in the hybrid mode when considering channel efficiency. Finally, the paper raise some management inspiration related to competition and pricing. In the first competition model, the behavior-based pricing of electronic retailer, we assume that customers have different preference for sales modes. By modeling a two- period Hotelling model, we compare the equilibrium solution between the situation of electronic retailer with BBP and electronic retailer without BBP. We analyze the optimal condition for electronic retailer to choose BBP and the impact of BBP on customer surplus and social welfare. The main results show that when the retail of agency selling is greater inefficient relative to reselling, the retailer’s optimal strategy is using BBP to price highly to past customers and price lowly to new customers in the second period. When the retail of agency selling is a little inefficient relative to reselling, the retailer will not use BBP to price discriminate between past and new customers. In addition, the using of BBP always increases consumer surplus and won’t decrease the social welfare. In the second competition model, the behavior-based pricing of manufacturers, based on the electronic retailer which with BBP, we assume that electronic retailer is willing to share customers’ purchase history data to the manufacturers. The paper study the optimal conditions for manufacturers to choose BBP. Each manufacturer has two choices so there are four game models, we compare the equilibrium solutions for four situations, and obtain the best strategic combination of two manufacturers’ choices about the BBP. Moreover, we analyze the influences of different strategic combination on profits, customers’ surplus and social welfare. The main results show that when the retail of agency selling is a little inefficient relative to reselling, the enterprise with BBP will price highly to past customers and price lowly to new customers in the second period. In addition, the manufacturers’ decision about BBP is always opposite. The manufacturer in the reselling has no incentive to use BBP, while the manufacturer in the agency selling has a lot of motivation to use BBP. Finally, no matter which manufacturer use BBP, it always reduces the customers’ surplus and social welfare. Key words: Reselling, Agency Selling, BBP, Channel Efficiency, Electronic Retailer 暨南大学硕士学位论文 混合模式下考虑渠道效率的电商平台和制造商BBP定价策略研究 III 目 录 摘要 ...................................................................... I ABSTRACT.................................................................... II 图目录 ...................................................................... V 表 目 录.................................................................... VI 1 绪论..................................................................... 1 1.1 研究背景 ........................................................... 1 1.2 研究目的与意义 ..................................................... 4 1.2.1 研究目的 ..................................................... 4 1.2.2 研究意义 ..................................................... 4 1.3 研究方法 ........................................................... 4 1.4 研究内容 ........................................................... 5 1.5 研究创新点 ......................................................... 5 2 文献综述 ................................................................. 6 2.1 多渠道供应链的相关研究 ............................................. 6 2.1.1 生产和库存决策 ............................................... 6 2.1.2 供应链协调 ................................................... 6 2.1.3 销售服务 ..................................................... 7 2.1.4 定价策略 ..................................................... 7 2.2 批发价模式和代理模式的相关研究 ..................................... 8 2.2.1 供应链结构中批发价模式和代理模式的比较研究 ................... 8 2.2.2 零售商对产品销售模式的选择研究 ............................... 9 2.2.3 制造商和零售商引入代理模式的影响因素的相关研究 .............. 10 2.3 BBP定价策略的相关研究 ............................................ 11 2.3.1 垄断市场下的BBP定价策略的相关研究 .......................... 11 2.3.2 双寡头竞争市场下的BBP定价策略的相关研究 .................... 12 2.3.3 基于BBP的供应链管理的相关研究 .............................. 14 2.4 文献评析 .......................................................... 15 3 考虑渠道效率的电商平台定价策略研究 ...................................... 16 暨南大学硕士学位论文 混合模式下考虑渠道效率的电商平台和制造商BBP定价策略研究 IV 3.1 问题背景 .......................................................... 16 3.2 问题描述与假设 .................................................... 16 3.3考虑渠道效率的电商平台BBP定价策略模型 .............................. 19 3.2.1 电商平台不使用BBP定价策略 .................................. 19 3.2.2 电商平台使用BBP定价策略 .................................... 21 3.2.3 电商平台使用BBP定价策略对供应链系统的影响 .................. 25 3.3 数值分析 .......................................................... 27 3.4 本章小结 .......................................................... 30 4 考虑渠道效率的制造商定价