俊学（30）：《商品及服务竞争下平台供应链议价模式选择策略》

摘要：This issue of the tweet will introduce the numerical analysis of the intensive reading journal article "Platform Supply Chain Barg

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“俊学（30）：精读期刊论文《商品及服务竞争下平台供应链议价模式选择策略》的数值分析”

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“Junxue (30): Numerical analysis of the journal article "Selection strategy of bargaining model of platform supply chain under competition of goods and services"

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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读期刊论文《商品及服务竞争下平台供应链议价模式选择策略》的数值分析。

This issue of the tweet will introduce the numerical analysis of the intensive reading journal article "Platform Supply Chain Bargaining Model Selection Strategy under Goods and services Competition" from three aspects: mind mapping, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

本次精度部分的主要内容就是对前面数学模型中的参数赋值，再对赋值后的数学模型进行求解得到结果，并且做出相应的分析。

The main content of this accuracy part is to assign values to the parameters in the previous mathematical model, then solve the assigned mathematical model to obtain the results, and make corresponding analysis.

1.赋值含义（Assignment meaning）

首先，通过数值仿真讨论不同议价模式下平台供应链成员的绩效表现。参考已有研究，本研究的参数赋值如下：a=4，b=0.4，h=2。其中a为市场规模，b为交叉价格弹性系数，h为服务成本系数。此外，为了使平台的订单需求量对自身价格变化的敏感度高于其竞争平台，所以将价格交叉弹性系数b设为了小于1的数。

First, numerical simulations were conducted to investigate the performance of platform supply chain members under different bargaining models. Drawing on previous research, the parameters used in this study were as follows: a = 4, b = 0.4, and h = 2. Here, a represents the market size, b represents the cross-price elasticity coefficient, and h represents the service cost coefficient. Furthermore, to ensure that the platform's order demand is more sensitive to price changes than that of its competitors, the cross-price elasticity coefficient, b, was set to a value less than 1.

2.单独议价模式下平台均衡利润关系（Platform equilibrium profit relationship under the single bargaining model）

通过上一步对参数的赋值，得到电商平台单独与制造商进行讨价还价博弈下所得的均衡利润与其自身议价能力的变化情况，并且，得到的利润无差别曲线将平面划分成了5个区域。

By assigning the parameters in the previous step, we can obtain the equilibrium profit obtained by the e-commerce platform in the bargaining game with the manufacturer alone and the changes in its own bargaining power. In addition, the profit indifference curve obtained divides the plane into 5 areas.

由图可以看出，当电商平台的议价能力逐渐增强超过一定的阈值时，平台1在单独议价模式（SB情形）下获得的利润超过在对称单独议价模式（SBP情形）下所获得的均衡利润。

As can be seen from the figure, when the bargaining power of the e-commerce platform gradually increases and exceeds a certain threshold, the profit obtained by Platform 1 under the individual bargaining model (SB case) exceeds the equilibrium profit obtained under the symmetric individual bargaining model (SBP case).

当平台的议价能力组合值超过区域2与区域3的之间的交点时，平台1在SB情形下获得的均衡利润要高于平台2；相反地，当电商平台的议价能力组合值越过区域2与区域5之间的实线时，平台1在SB情形下获得的均衡利润就要低于平台2。

When the combined value of the bargaining power of the platform exceeds the intersection between area 2 and area 3, the equilibrium profit obtained by platform 1 in the SB situation is higher than that of platform 2; on the contrary, when the combined value of the bargaining power of the e-commerce platform crosses the solid line between area 2 and area 5, the equilibrium profit obtained by platform 1 in the SB situation is lower than that of platform 2.

除此之外，若电商平台的议价能力组合值处于区域1和区域4中时，平台1在SBP情形下的绩效表现更优。若电商平台的议价能力组合落于区域2时，平台2更占据市场竞争优势且能获得更高的均衡利润。若电商平台的议价能力组合值位于区域3和区域5中，则平台1在SB情形下的绩效表现更忧。

Furthermore, if the e-commerce platform's bargaining power combination falls between regions 1 and 4, Platform 1 performs better under SBP. If the e-commerce platform's bargaining power combination falls into region 2, Platform 2 has a greater market competitive advantage and can achieve higher equilibrium profits. If the e-commerce platform's bargaining power combination falls between regions 3 and 5, Platform 1's performance under SB is even worse.

三、知识补充（Knowledge Supplement）

1.单独议价模式核心概念（Core concepts of the individual bargaining model）

“单独议价模式”是一种非标准化定价机制，强调在交易过程中，由买卖双方就特定交易内容进行一对一价格协商，以达成符合双方预期的个性化交易价格。
它通常适用于价格受多重因素影响、市场价格波动大、服务或商品高度定制化的场景。

The "individual bargaining model" is a non-standardized pricing mechanism that emphasizes one-on-one price negotiation between the buyer and seller during the transaction process to reach a personalized price that meets both parties' expectations. It is typically used in scenarios where prices are influenced by multiple factors, market prices fluctuate significantly, and services or products are highly customized.

2.单独议价模式的运作核心（The core of the individual bargaining model）

单独议价模式的运作核心是“数据驱动”和“千人千价”。企业首先通过收集用户的浏览历史、购买记录、地理位置和设备信息等数据，构建详细的用户画像，并据此分析估算出每位消费者的最高支付意愿。然后，利用算法进行动态定价，为每个用户实时生成并展示一个量身定制的独特价格，旨在让支付意愿高的用户支付更高价格，同时以较低价格吸引价格敏感的用户，从而最大化每一笔交易的利润。

The core of the individual bargaining model is "data-driven" and "different prices for different users." Companies first build detailed user profiles by collecting data such as browsing history, purchase history, location, and device information. Based on this data, they analyze and estimate each consumer's maximum willingness to pay. Then, using algorithms for dynamic pricing, they generate and display a unique, tailored price for each user in real time. This aims to encourage users with a high willingness to pay to pay to pay a higher price, while offering lower prices to price-sensitive users, thereby maximizing profits from each transaction.

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翻译：Google翻译

参考资料：百度百科、Chat GPT

参考文献：李慧,徐琪.商品及服务竞争下平台供应链议价模式选择策略[J].管理学报,2025,22(8):1537-1546.