【摘要】：目前電子商務(wù)市場中同質(zhì)產(chǎn)品眾多。在廣告和價格競爭激烈的電子商務(wù)市場上，根據(jù)消費者的需求和自身利潤最大化目標(biāo)選擇正確的網(wǎng)上分銷渠道對生產(chǎn)商是至關(guān)重要的。 本文的研究目的是探索有勸導(dǎo)式廣告和價格競爭的電子商務(wù)市場上生產(chǎn)商的最優(yōu)網(wǎng)絡(luò)分銷渠道，以及勸導(dǎo)式廣告和不同網(wǎng)絡(luò)分銷渠道對價格競爭的影響。針對研究目的，將中級經(jīng)濟學(xué)、供應(yīng)鏈運作以及博弈論等原理用于建立有勸導(dǎo)式廣告的不同網(wǎng)絡(luò)分銷渠道價格競爭模型。采用比較靜態(tài)分析法、Excel和origin8.5軟件計算并畫圖等定性與定量相結(jié)合的方法，，對勸導(dǎo)式廣告和不同網(wǎng)絡(luò)分銷渠道對價格競爭的影響進行研究。 首先，在Hotelling模型及其拓展基礎(chǔ)上，根據(jù)是否區(qū)分消費者的行為心理類型，將電子商務(wù)市場設(shè)計為一維和二維市場。分別建立了兩種市場中利用勸導(dǎo)式廣告競爭時生產(chǎn)商選擇網(wǎng)上直銷和網(wǎng)上間接銷售的價格競爭模型。網(wǎng)上間接銷售策略分兩種：生產(chǎn)商做廣告和網(wǎng)上零售商做廣告。通過比較同一市場中不同模型的均衡結(jié)果和不同市場的最優(yōu)競爭策略，并進行環(huán)境參數(shù)敏感性分析，得出生產(chǎn)商最優(yōu)競爭策略和環(huán)境參數(shù)對均衡結(jié)果的影響。 其次，在前文基礎(chǔ)上，研究兩種市場中勸導(dǎo)式廣告和不同網(wǎng)絡(luò)分銷渠道對價格競爭的影響。通過比較靜態(tài)分析、微分判別等方法得出兩種市場中勸導(dǎo)式廣告和網(wǎng)上零售商分別對均衡價格帶來的變化，并進行環(huán)境參數(shù)敏感性分析。通過比較兩種市場的研究結(jié)果得出重要結(jié)論。 最后，結(jié)合經(jīng)濟時事對以上研究結(jié)果進行數(shù)值算例分析，驗證其科學(xué)性。通過定性和定量相結(jié)合的方法，對兩種市場中生產(chǎn)商的最優(yōu)競爭策略和競爭因素對價格競爭的緩沖作用進行數(shù)值算例分析。將研究結(jié)論和與經(jīng)濟時事相結(jié)合，證明研究的科學(xué)性。最后提出電子商務(wù)市場中存在的問題并給出建議。
[Abstract]:At present, there are many homogeneous products in the e-commerce market. In the electronic commerce market where advertising and price competition are fierce, it is very important for manufacturers to choose the right online distribution channels according to consumers' needs and their own profit maximization goals. The purpose of this paper is to explore the optimal network distribution channels of manufacturers in e-commerce market with persuasive advertising and price competition, and the influence of persuasive advertising and different network distribution channels on price competition. For the purpose of the research, the principles of intermediate economics, supply chain operation and game theory are applied to establish the price competition model of different network distribution channels with persuasive advertising. By using the methods of comparative static analysis, Excel and origin8.5 software calculation and drawing, the influence of persuasive advertising and different network distribution channels on price competition is studied. Firstly, on the basis of Hotelling model and its extension, the electronic commerce market is designed as one and two dimensions market according to whether to distinguish the behavior psychological type of consumers. The price competition models of direct selling and indirect selling are established in two kinds of markets. There are two strategies for indirect online sales: manufacturer advertising and online retailers advertising. By comparing the equilibrium results of different models in the same market and the optimal competitive strategies in different markets, and analyzing the sensitivity of environmental parameters, the influence of optimal competition strategies and environmental parameters on the equilibrium results is obtained. Secondly, on the basis of the above, this paper studies the influence of persuasive advertising and different network distribution channels on price competition in the two markets. By comparing static analysis, differential discriminant and so on, the changes of equilibrium price brought by persuasive advertisement and online retailer in two markets are obtained, and the sensitivity of environmental parameters is analyzed. By comparing the results of the two markets, the important conclusions are drawn. Finally, the above research results are analyzed by numerical examples combined with current economic events to verify its scientific nature. By combining qualitative and quantitative methods, the optimal competition strategy of producers and the buffer effect of competition factors on price competition in two markets are analyzed by numerical examples. The conclusion of the study is combined with current economic affairs to prove the scientific nature of the study. Finally, the problems in e-commerce market are put forward and some suggestions are given.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.3;F713.8

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