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论文编号：	4397
作者编号：	2120102207
上传时间：	2012/6/7 23:50:40
中文题目：	B2C电子商务比价网站市场内价格竞争及价格离散问题研究
英文题目：	Study on Price Competition and Price Dispersion in B2C E-Commerce Shopbots Market
指导老师：	石鉴
中文关键字：	B2C电子商务，价格竞争，价格离散，混合策略
英文关键字：	B2C E-commerce; Price Competition; Price Dispersion; Mixed Strategy
中文摘要：	基于全网的导购搜索比价网站这种运营模式在欧美国家发展已久，已形成较为成熟的模式，其中，部分基于全网的大规模导购搜索比价网站已经发展成为覆盖多个国家的跨国式大型B2C电子商务导购搜索比价网站。而在我国，这种基于全网的导购搜索比价网站虽然才刚刚起步，但是其发展却相当迅速，并且大有潜力成为国内B2C电子商务网购的搜索导购入口。这类网站的发展降低了消费者的搜索成本、减少了信息的不对称性，同时也进一步加剧了B2C电子商务零售商之间的价格竞争。文章基于这一点出发，尝试研究这类导购搜索比价网站对B2C电子商务市场价格带来的影响及其发展规律。 本文首先对我国B2C电子商务比价网站市场的价格离散现状进行研究，发现一些规律并尝试在借鉴文献研究的基础上建立模型对其进行解释。模型以伯特兰德价格竞争模型为基础，结合了B2C电子商务以及导购搜索比价网站市场的特点。在建模与分析的过程中，本文首先以两家企业为例，对纯策略纳什均衡下的双寡头垄断模型进行求解，继而对纯策略纳什均衡下无解的区间进行混合策略纳什均衡的求解，得到双寡头垄断情况下的均衡策略集并且进行了价格竞争分析。然后，将模型扩大到包含多家企业的完全竞争市场，分析其价格竞争策略，并深入分析了市场结构对价格离散的影响以及比价网站市场价格离散发展规律。 通过本文的研究发现，目标消费者的价格敏感性很大程度上影响着知名度较低企业的定价策略。另外，随着比价网站市场影响力的扩大，进入比价网站的B2C电子商务零售商数量的增加与消费者数量的增加所导致的市场结构的变化对价格期望的影响是相反的，因此，在不同的系数变化范围内产生不同的影响。本文的结论有助于参与B2C电子商务比价网站市场竞争的企业针对不同的客户群体特征以及市场结构特征制定其价格战略。
英文摘要：	The operation mode of shopbots based on the entire network has been maturely developed in Europe and the United States. Some of the shopbots have already developed into a large international sites that covering many countries of B2C e-commerce sites. In China, the large scale shopbots based on the entire network has only just appeared, but its development is quite rapid and has great potential to become a domestic B2C e-commerce online shopping guide entrance. The developments of such kind of sites not only reduce consumer search costs and the information asymmetry, but also further intensified the price competition between the B2C e-commerce retailers. Based on this point, this paper intends to study the impact and the development discipline of the price in B2C e-commerce market that brought by this type of shopbots. In this thesis, we first study on the current status of price dispersion in Chinese B2C e-commerce shopbots market. We try to build model based on literatures to explain the founded discipline. Our model based on the Bertrand price competition model, combined with the characteristics of B2C e-commerce shopbots market. During our modeling and analysis progress, we first study on the situation of two companies, to solve the pure strategy Nash equilibrium under duopoly model, then we try to get the solution of the mixed strategy Nash equilibrium of the interval where pure strategy Nash equilibrium is not solvable, after that, we get the set of solutions under a duopoly equilibrium. Then, expand the model to a perfectly competitive market contains a number of enterprises to analyze the price competition strategy, and in-depth analysis of the influence brought by market structure and the development discipline of the price dispersion in the shopbots market. This study found that the price sensitivity of consumers affect the pricing strategies of the less well-known enterprises to a large extent. In addition, with the growing influence of the shopbots market, the impact of changes in market structure caused by the increase in the number of e-retailers and the number of consumers on price expectations is contrary. Therefore, it produces different effects in the different coefficients of variation range. The conclusion of this thesis can help enterprises that participate in the B2C e-commerce shopbots market’s competition to take the characteristics of different customer groups and market structure into account to develop their pricing strategy.
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