多产品公司创建平台邀请竞争对手进行联合销售的策略研究

胡淑婷1; 姚   晨 2; 胡海洋3

多产品公司创建平台邀请竞争对手进行联合销售的策略研究

引用本文：胡淑婷1，姚晨 2，胡海洋3.多产品公司创建平台邀请竞争对手进行联合销售的策略研究[J].经济数学,2020,(3):27-35

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作者	单位
胡淑婷1，姚晨 2，胡海洋3	（1.安徽建筑大学数理学院，安徽合肥 230000；2.东北财经大学工商管理学院，辽宁大连 116025；3.河南牧业经济学院经济与贸易学院，河南郑州 450000）

中文摘要:由于资金分配或生产规模的限制，多产品公司的某类产品与专门销售此类产品的专业产品公司相比，会有一定的不足.以两个产品公司为对象，研究了两个竞争性公司的联合销售模式，即多产品公司投资建设平台，邀请销售单一产品的专业公司在平台上共同销售某类产品.运用主从博弈建立联合销售的基础模型，探讨不同销售模式下的相关投资，并利用数值计算进行决策分析.研究表明，通过创建平台进行联合销售，一方面，消除了消费者的额外购物成本；另一方面，在平台进行联合销售使得两个公司由单纯的竞争关系转化为相互补充，不仅能够吸引更多有不同产品需求的客户，而且能够在一定程度上提高两个产品公司的利润.

中文关键词:创建平台多产品公司专业产品公司联合销售购物成本

Strategies for Multi-Product Companies to Create Platforms for Inviting Competitors for Joint Sales

Abstract:Due to the limitation of capital allocation or production scale, a certain kind of products of multi product companies will have certain deficiencies compared with those professional product company specialized in selling such products. Taking two product companies as the object, this paper studies the joint sales mode of two competitive companies, that is, multi product companies invest in building platforms, and invite professional product companies to jointly sell certain products on the platform. This paper establishes the basic model of joint sales by using the master-slave game, discusses the related investment under different sales modes, and makes decision analysis by numerical calculation. The research shows that by creating a platform for joint sales, on the one hand, it eliminates the extra shopping costs of consumers; on the other hand, joint sales on the platform makes the two companies transform from simple competitive relationship to complementary, which can not only attract more customers with different product demands, but also improve the profits of the two product companies to a certain extent.

keywords:create platform multi product company professional product company joint sales shopping cost

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