本文選題：網(wǎng)上市場(chǎng) + 價(jià)格離散��； 參考：《湖南大學(xué)》2016年碩士論文

【摘要】：價(jià)格離散是同一市場(chǎng)上不同賣(mài)家、同質(zhì)商品的價(jià)格分布,是市場(chǎng)信息流動(dòng)狀況、交易成本及企業(yè)定價(jià)策略的綜合體現(xiàn),也是市場(chǎng)效率的風(fēng)向標(biāo)�；诰W(wǎng)絡(luò)信息傳遞特征的把握,人們認(rèn)為電子商務(wù)市場(chǎng)較傳統(tǒng)線下交易市場(chǎng)具有更高的效率和更低的市場(chǎng)摩擦,能夠有效地降低消費(fèi)者的信息搜索與交易成本,使得市場(chǎng)價(jià)格離散趨于收斂。然而伴隨著電子商務(wù)的發(fā)展,國(guó)內(nèi)外的實(shí)證研究表明,網(wǎng)上市場(chǎng)的價(jià)格離散并沒(méi)有因?yàn)橄M(fèi)者信息搜索成本降低而減弱,這與理論界的預(yù)期相悖。首先,本文總結(jié)了傳統(tǒng)市場(chǎng)基于信息搜尋理論的理論研究成果以及網(wǎng)上市場(chǎng)價(jià)格離散實(shí)證分析結(jié)論,反思了傳統(tǒng)的基于搜尋理論的靜態(tài)均衡價(jià)格離散解釋的局限性。然后,本文對(duì)網(wǎng)上市場(chǎng)價(jià)格離散機(jī)制進(jìn)行了理論分析,基于演化博弈的動(dòng)態(tài)機(jī)制和學(xué)習(xí)規(guī)則,構(gòu)建了零售商競(jìng)爭(zhēng)博弈模型、消費(fèi)者零售商博弈模型和隨機(jī)個(gè)體學(xué)習(xí)模型。最后運(yùn)用仿真平臺(tái)對(duì)模型進(jìn)行仿真,輸出市場(chǎng)主體策略調(diào)整及市場(chǎng)價(jià)格離散的演化趨勢(shì),并分析市場(chǎng)特征、零售商策略和消費(fèi)者行為對(duì)市場(chǎng)價(jià)格離散的影響。仿真結(jié)果表明：網(wǎng)上市場(chǎng)價(jià)格趨于離散,并最終在某一離散水平達(dá)到穩(wěn)定均衡。零售商策略的差異化是市場(chǎng)價(jià)格離散的根本原因。市場(chǎng)上零售商數(shù)量越多,市場(chǎng)平均價(jià)格水平越低,但均衡價(jià)格離散度越高。消費(fèi)者的數(shù)量對(duì)市場(chǎng)價(jià)格離散沒(méi)有顯著影響。零售商服務(wù)和品牌存在差異時(shí),消費(fèi)者搜尋效率越高,市場(chǎng)價(jià)格離散度反而越大。零售商數(shù)量對(duì)消費(fèi)者搜尋效率與市場(chǎng)價(jià)格均衡的關(guān)系具有負(fù)向調(diào)節(jié)效應(yīng)。
[Abstract]:Price dispersion is the price distribution of different sellers and homogeneous commodities in the same market. It is the comprehensive embodiment of market information flow, transaction cost and enterprise pricing strategy, and it is also the wind vane of market efficiency. Based on the characteristics of network information transmission, it is considered that the electronic commerce market has higher efficiency and lower market friction than the traditional offline trading market, which can effectively reduce the information search and transaction costs of consumers. The market price dispersion tends to converge. However, with the development of electronic commerce, empirical studies at home and abroad show that the price dispersion of online market is not weakened by the lower cost of consumer information search, which is contrary to the expectation of the theoretical circle. Firstly, this paper summarizes the theoretical research results of traditional market based on information search theory and empirical analysis of price discretization in online market, and reflects on the limitations of traditional static equilibrium price discretization interpretation based on search theory. Based on the dynamic mechanism and learning rules of evolutionary game, this paper constructs retailer competition game model, consumer retailer game model and stochastic individual learning model. Finally, the simulation platform is used to simulate the model, to output the evolution trend of market agent strategy adjustment and market price dispersion, and to analyze the influence of market characteristics, retailer strategy and consumer behavior on market price dispersion. The simulation results show that the price of the online market tends to be discrete and finally reaches a stable equilibrium at a certain discrete level. The difference of retailer strategy is the fundamental reason of market price dispersion. The more retailers in the market, the lower the market average price level, but the higher the equilibrium price dispersion. The number of consumers has no significant effect on market price dispersion. When there are differences between retailers' services and brands, the higher the search efficiency is, the greater the market price dispersion is. The number of retailers has a negative adjustment effect on the relationship between consumer search efficiency and market price equilibrium.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F724.6;F726

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本文編號(hào)：1801698