下游产品存在纵向差异上下游厂商价格决策研究.docVIP

下游产品存在纵向差异的上下游厂商价格决策研究 　　摘 要:基于下游产品存在纵向差异,研究了上下游厂商的价格决策问题,主要包括三种渠道权力对下游产品质量和产量、上下游产品价格、消费者剩余和社会福利的影响。研究表明:(1)上游厂商实行了价格歧视,对下游高质量厂商的批发价格大于对下游低质量厂商的批发价格。(2)无论上下游厂商哪一方处于领导地位,都会导致下游厂商提高产品质量和价格,降低产品产量。(3)对上游厂商而言,处于领导地位时利润最高,处于跟随地位时利润最低。对下游厂商也有类似的结论。此外,三种权力结构下都存在高质量优势。(4)无论消费者购买哪种质量的产品,在纵向纳什权力结构下剩余最多,在另两种权力结构下剩余相等。(5)纵向纳什权力结构下社会福利最大,另两种权力结构下社会福利相等。 　　关键词:纵向差异;高质量优势;价格决策;消费者剩余;社会福利 　　中图分类号:F713 文献标识码:A 文章编号:1003-5192(2009)06-0030-07 　　 　　Research on Pricing Strategy of Upstream and Downstream Firms Basedon Vertical Production Differentiation in Downstream Market 　　ZHANG Fu-li1,2, SHI Jian-jun2, LIU Chun-lin2 　　(1.Nanjing Audit Institute, Nanjing 210029, China; 2.School of Business, Nanjing University, Nanjing 210093, China) 　　Abstract:We study the pricing strategy of upstream and downstream firms based on vertical product differentiation in downstream market. The main topics includes the effect of three channel power on the quality and price of downstream product, and product price of upstream and downstream market, and consumer’s surplus and social welfare. The research results are as follows. (1)Upstream firm implements price discrimination strategy under three channel power structures, which the wholesale price of downstream high-quality firm is higher than that of downstream low-quality firm. 　　(2)Whether upstream firm or downstream firm acts as the channel leader, the downstream firms will increase their product quality and price and decrease their output. (3)The profit of upstream firm (or downstream firm ) will be highest by becoming the leader and will be least by becoming the follower. In addition, there is high-quality advantage under three channel power structures. (4)Whether consumers purchase the high-quality product or the low-quality product, the consumer’s surplus will be highest under vertical Nash power structure and will be equal under another two power structures. (5)The social welfare is highest under vertical Nash power structure and is equal