發(fā)布時(shí)間：2019-04-16 11:32

【摘要】：淘寶、當(dāng)當(dāng)?shù)菳2C平臺(tái)在當(dāng)今經(jīng)濟(jì)社會(huì)生活中扮演者重要角色,已經(jīng)成為人們?nèi)粘Ｉ畈豢苫蛉钡囊徊糠帧＝陙?lái)伴隨著B(niǎo)2C平臺(tái)的快速發(fā)展,如何才能在競(jìng)爭(zhēng)中占據(jù)優(yōu)勢(shì)已經(jīng)成為眾多B2C平臺(tái)管理者需要思考的問(wèn)題。而現(xiàn)實(shí)生活中B2C平臺(tái)試圖采用捆綁銷售策略來(lái)提高自身競(jìng)爭(zhēng)力的現(xiàn)象隨處可見(jiàn),例如京東商城對(duì)消費(fèi)者實(shí)行的消費(fèi)滿39元免運(yùn)費(fèi)、天貓用戶可以免費(fèi)領(lǐng)取積分等。由此B2C平臺(tái)采用捆綁銷售策略后定價(jià)策略的改變開(kāi)始引起了部分學(xué)者的關(guān)注。 與傳統(tǒng)產(chǎn)業(yè)相比,平臺(tái)具有不同的價(jià)值鏈,它需要實(shí)現(xiàn)雙邊(或多邊)之間的接觸而獲得利潤(rùn)。對(duì)于平臺(tái)企業(yè)來(lái)說(shuō),由于交叉網(wǎng)絡(luò)外部性的存在,使得平臺(tái)企業(yè)可以通過(guò)擴(kuò)大雙邊用戶一邊的用戶數(shù)量,從而吸引更多的另一邊用戶加入平臺(tái)。本文通過(guò)研究發(fā)現(xiàn),捆綁銷售策略可以影響平臺(tái)企業(yè)的用戶數(shù)量的變化,而用戶數(shù)量的改變會(huì)導(dǎo)致B2C平臺(tái)網(wǎng)絡(luò)效應(yīng)的變化,進(jìn)而對(duì)平臺(tái)的定價(jià)和利潤(rùn)產(chǎn)生影響。 本文從雙邊市場(chǎng)的角度出發(fā),將捆綁銷售策略作為B2C平臺(tái)企業(yè)發(fā)展的一種戰(zhàn)略性決策來(lái)研究,利用博弈論模型來(lái)分析捆綁銷售策略對(duì)B2C平臺(tái)定價(jià)以及利潤(rùn)的影響。首先,本文通過(guò)對(duì)平臺(tái)定價(jià)方式和定價(jià)影響因素的分析為接下來(lái)的的模型建立提供了依據(jù)；其次,通過(guò)建立模型分別研究了壟斷結(jié)構(gòu)下以及競(jìng)爭(zhēng)結(jié)構(gòu)下捆綁銷售策略對(duì)B2C平臺(tái)定價(jià)以及利潤(rùn)的影響,并探討了用戶單歸屬和多歸屬情形下B2C平臺(tái)捆綁銷售的定價(jià)策略；最后通過(guò)相關(guān)案例分析對(duì)模型的結(jié)果進(jìn)行了驗(yàn)證。本文通過(guò)研究得出,捆綁銷售策略會(huì)對(duì)平臺(tái)的定價(jià)以及利潤(rùn)產(chǎn)生影響,而B(niǎo)2C平臺(tái)的產(chǎn)品差異程度、網(wǎng)絡(luò)外部性、被捆綁產(chǎn)品所產(chǎn)生的效用和成本也會(huì)對(duì)采用捆綁銷售的B2C平臺(tái)的定價(jià)產(chǎn)生影響。
[Abstract]:Taobao, Dangdang and other B2C platforms play an important role in today's economic and social life, and have become an indispensable part of people's daily life. In recent years, with the rapid development of B2C platform, how to occupy the advantage in competition has become a problem that many B2C platform managers need to think about. However, in real life, B2C platform tries to use bundled sales strategy to improve its competitiveness everywhere, such as JD.com Mall to consumer consumption of 39 yuan free freight, Tmall users can receive points free of charge, and so on. As a result, the change of pricing strategy after B2C platform adopts bundling strategy has attracted some scholars' attention. Compared with traditional industries, the platform has different value chains, it needs to achieve bilateral (or multilateral) contacts to make a profit. For platform enterprises, due to the existence of cross-network externalities, the platform enterprises can attract more users from the other side to join the platform by expanding the number of users on one side of the two sides. In this paper, it is found that the bundling strategy can affect the change of the number of users in the platform enterprises, and the change of the number of users will lead to the change of the network effect of the B2C platform, which in turn will affect the pricing and profit of the platform. From the point of view of bilateral market, this paper studies the bundling strategy as a strategic decision of the development of B2C platform, and uses the game theory model to analyze the impact of bundling strategy on the pricing and profit of B2C platform. First of all, this paper provides the basis for the establishment of the next model by analyzing the pricing mode and the influencing factors of the platform pricing. Secondly, the influence of bundling strategy on the pricing and profit of B2C platform under monopolistic structure and competitive structure is studied, and the pricing strategy of B2C platform bundled sale under single ownership and multiple ownership is discussed. Finally, the results of the model are verified by case studies. Through the research, this paper concludes that the bundling strategy will affect the pricing and profit of the platform, and the degree of product difference and the network externality of the B2C platform, The utility and cost of the bundled product will also have an impact on the pricing of the bundled B2C platform.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

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