摘要
网络零售的迅猛发展使零售业发生了深刻变革,从而也引起了学术界的广泛关注。本文通过构建横向差异化模型,考察了网络零售商与实体零售商之间的价格竞争策略及其对市场绩效的影响。研究发现:网络零售商的服务质量、诚信水平以及网民规模,对两类零售商的价格策略选择和市场绩效的变动具有重要影响。接着,文章结合我国网络零售业的发展现实,通过典型案例分析对模型进行了检验。最后,针对我国网络零售业的发展提出了几点政策建议。
The rapid development of the online retailing has led the great changes in retailing industry,so it also attracted academic attention.This article built a horizontal differentiation model to study the pricing strategies of online retailer and physical retailer,and impact of online retailer＇s entering on market performance.It found that the service quality and integrity level of the online retailer,and the scale of Netizen,are the important influencing factors of the pricing strategy choices of the two types of retailer,and the change of market performance.Then,this paper tested the model through a typical case study,combined with the development of online retailing in China.Finally,this paper gave some policy advices to the government,according to the situation of online retailing in China.
出处
《产业经济研究》
CSSCI
2011年第6期63-70,共8页
Industrial Economics Research
基金
国家自然科学基金青年项目"零售商市场势力对生产商创新行为的影响机理与协调机制研究"(项目编号:71102027)
关键词
网络零售商
实体零售商
价格竞争
市场绩效
博弈模型
online retailer
physical retailer
price competition
market performance
game mode
