统一定价还是基于消费者行为定价？——代销模式下考虑自有品牌引入的定价策略研究

摘要/Abstract

摘要： 制造商通过电商平台代销其品牌产品，同时平台又引入自有品牌，平台与制造商之间形成了一种新的“竞合”关系。本文研究了平台和制造商的多周期定价策略：统一定价(UP)还是基于消费者行为定价(BBP)。结果表明：当佣金率较高时，实施BBP策略能使平台和制造商实现双赢；当佣金率较低且企业间成本优势相当时，实施BBP策略会陷入“囚徒困境”；成本劣势的企业总是可以利用BBP实现盈利；当平台与制造商均实施BBP策略时，平台和制造商均会在一定条件下给予老顾客优惠。

关键词: 平台, 自有品牌, 基于消费者行为定价, 成本优势

Abstract: If a manufacturer sells its brand products through an e-commerce platform, and the platform introduces its store brand, then a new “co-opetition” relationship will appear between them. For such an online selling system, we investigate the multi-period pricing strategies of the platform and the manufacturer: uniform pricing (UP) vs behavior-based pricing (BBP). The research shows that when the commission rate is relatively high, the implementation of BBP strategy can make the platform and the manufacturer achieve a win-win result. When the commission rate is low and their cost advantages are almost equivalent, firms implementing BBP strategy will fall into a “prisoner’s dilemma”. The firm with cost disadvantage can always use BBP to achieve more profits. When the platform and the manufacturer implement the BBP strategy, both the platform and the manufacturer will grant discounts to repeat customers under certain conditions.

Key words: platform, store brand, behavior-based pricing, cost advantage

王彪, 罗春林, 喻冬冬, 徐杰. 统一定价还是基于消费者行为定价？——代销模式下考虑自有品牌引入的定价策略研究[J]. 管理评论, 2024, 36(6): 219-228.

Wang Biao, Luo Chunlin, Yu Dongdong, Xu Jie. Uniform Pricing vs Behavior Based Pricing—The Pricing Choices in the Presence of Store Brand Introduction under Agency Selling Mode[J]. Management Review, 2024, 36(6): 219-228.

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