摘要
运用博弈论相关理论和信息经济学相关理论对电子商务零售商与传统零售商共同存在情况下的价格竞争模型进行分析与研究.首先在Hotelling模型的基础上,建立电子商务零售商与传统零售商的静态价格竞争模型,并对网络外部性强度进行求解分析,寻找两者均可接受的均衡价格、均衡利润,在此基础上分析理论结果,并针对电子商务零售商以及传统零售商提出了相应的改进策略.
The e-commerce retailing has undergone profound changes because of its dramatic development, which also caused widespread concern in academic circles. This paper analyses the price competition strategies for the e-commerce retailers and traditional retailers in a certain market based on game theory and information eco- nomics theory. We firstly set up a static price competition model for the e-commerce retailers and traditional re- tailers based on the Hotelling model, and we study the strength of network externalities, looking for both acceptable equilibrium price, equilibrium profit, and then the theoretical results. At the end of the paper we put forward some corresponding improvement strategies for the e-commerce retailers and traditional retailers.
出处
《广东技术师范学院学报》
2013年第12期67-72,103,共7页
Journal of Guangdong Polytechnic Normal University
