供应商规模、产品差异与通道费定价策略

传统理论对通道费的解释是大型零售商相对于供应商所具有的市场势力,本文借助双边市场的分析框架,将大型零售商视为一个为供应商和消费者提供交易服务的平台厂商,通过向双方分别收取通道费和零售加价来获得利润。用户数量和交叉网络外部性是影响大型零售商利润和通道费定价策略的重要因素,产品差异对交叉网络外部性的强弱有重要影响,通道费的高低则与供应商的规模与市场份额密切关系。

Supplier Size,Product Differentiation and Access Pricing Strategy

The traditional explanation of slotting fee is the market power of large-scale retailer relative to supplier.Based on the analytical framework of two-sided markets,this paper regards the large-scale retailer as the platform in two-sided markets providing service of trading between supplier and consumer.The profit of retailer is the slotting fee and retailing price markup from supplier and consumer respectively.The quantities of platform users and the cross-group network externalities have great efforts on t...