考虑海外代购的品牌商定价模型研究

doi:10.12005/orms.2020.0211

摘要/Abstract

摘要： 随着海外代购体量的日趋增大,代购带来的低价威胁对于在不同国家不同市场销售产品的公司来说已经成为一个日益严重的问题。同时,代购渠道中假货的问题也愈发严重。因此,在海外代购背景下探究产品定价模型具有必要性。以往研究普遍认为这种未经授权的销售会削减品牌方的利润,但实则不然。基于这一发现,本研究为在两个不同市场销售相同产品但面临代购低价威胁的公司制定考虑代购的市场定价模型。由公司制定两个市场的价格,消费者选择是否从包括代购在内的三个渠道购买产品。推出两个授权市场的最优价格,分析各参数变化对最优价格的影响,并校验最优价格对消费者需求和总利润的影响。模型分析表明,高价市场中有部分消费者需求转向海外代购,同时低价市场的消费者需求也受到了影响,且在一定条件下,提高高价市场的产品定价能够扩大低价市场的需求,从代购的角度解释了现实中需求曲线向上倾斜的现象。此外,两个独立市场之间的价格差距对代购市场的销售也产生了积极影响,并且在某些条件下,增大价格差距可以提高公司的收益水平。随后讨论了一种极端模型和三种扩展模型,通过模型分析表示,扩展后的定价模型也显示出与基础市场模型相似的灵敏度分析结果,同样得到两个市场的价差扩大会导致代购市场的销售额增加的结论,并且在一定条件下,公司的利润更高,增加了结论的可信度。

关键词: 海外代购, 价格歧视, 定价模型, 两区域市场

Abstract: With the increasing volume of overseas purchasing, the low-price threat brought by this kind of purchasing has become an increasingly serious problem for companies selling products in different markets and countries. At the same time, the problem of counterfeiting in the overseas purchasing channel has become more serious. Therefore, it is necessary to explore the product pricing model in the context of overseas purchasing. Previous studies have generally believed that such unauthorized sales will reduce the profits of the company, but it is not. Based on this finding, this study develops apricing model that considers overseas purchasing for companies that sell the same product in two different markets and are facing a threat of low prices. The company sets the price of the two markets, and consumers choose whether to purchase the product from one of the three channels including the overseas purchasing channel. Introduce the optimal price expressions of the two licensed markets, analyze the impact of various parameter changes on the optimal prices, and verify the impact of the optimal prices on consumer demand and total profit. The model analysis shows that some consumer demand in the high-priced market has turned to overseas purchasing channel, and the consumer demand in the low-priced market has also been affected. Under certain conditions, increasing the price of products in the high-priced market can expand the demand of the low-priced market. The angle of overseas purchasing explains the phenomenon that the demand curve is sometimes tilted upwards in reality. In addition, the price gap between the two independent markets has had a positive impact on the sales of the overseas purchasing market, and under certain conditions, increasing the price gap can increase the company's income level. Then, an extreme model and three extended models are discussed. Through the model analysis, the extended pricing models also show the sensitivity analysis results similar to the basic market model. Similarly, the price gap of the two markets will increase sales in the overseas purchasing market. And under certain conditions, the company's profits are higher, increasing the credibility of the conclusion.

Key words: Overseas agency purchase, price discrimination, pricing model, two regional markets

中图分类号:

F272.3

徐梦, 李凯. 考虑海外代购的品牌商定价模型研究[J]. 运筹与管理, 2020, 29(8): 148-157.

XU Meng, LI Kai. Research on Brand Pricing Model in the context of overseas purchasing[J]. Operations Research and Management Science, 2020, 29(8): 148-157.

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