论文部分内容阅读
文章对图书销售市场定价制度问题进行了研究。构建了在自由价格制度下网上书店与实体书店价格竞争的Bertrand模型。基于社会读者总的效用最大化,给出了实施自由定价与固定定价制度的临界条件。研究表明:在自由定价制度下,实体书店提供的售前浏览等附加服务并不影响读者在网上书店与实体书店之间的选择,原因是所有读者均可以免费享受这种附加服务。自由定价制度下,网上书店与实体书店的价格存在Bertrand均衡。当固定定价制度下的图书定价满足本文所给出的临界条件时,实施固定定价制度能够提高社会总效用,实体书店规模得以维持,从而提供的附加服务逐步上升,最终使全社会读者的效用得以改善。
The article has carried on the research to the book sales market pricing system. Constructs the Bertrand model of price competition between online bookstore and physical bookstore under the free price system. Based on the maximization of the total utility of social readers, the critical conditions for implementing free pricing and fixed pricing are given. Research shows that under the free pricing system, additional services such as pre-sales browsing provided by the physical bookstore do not affect the reader’s choice between the online bookstore and the physical bookstore because all readers enjoy the additional service free of charge. Under the free pricing system, the Bertrand equilibrium exists between the prices of online bookstores and physical bookstores. When the pricing of books under the fixed pricing system satisfies the critical conditions given in this paper, the implementation of the fixed pricing system can increase the total social utility and maintain the size of the physical bookstore. As a result, the additional services provided gradually increase and finally make the utility of the whole society readers improve.