俊学（33）：《商品及服务竞争下平台供应链议价模式选择策略》

摘要：This post will introduce a comprehensive analysis of the individual bargaining models in the journal article "Platform Supply Chai

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“俊学（33）：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》的单独议价模式综合分析”

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“Junxue (33): A Comprehensive Analysis of the Individual Bargaining Model in the Journal Article "Platform Supply Chain Bargaining Model Selection Strategy under Commodity and service Competition”

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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》的单独议价模式综合分析。

This post will introduce a comprehensive analysis of the individual bargaining models in the journal article "Platform Supply Chain Bargaining Model Selection Strategy under Commodity and Service Competition" from three aspects: mind map, in-depth reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

此次精读部分的主要内容就是针对文章中的单独议价模式进行进一步的复刻分析，得到在多种影响因素下（如市场需求规模、交叉价格弹性系数、服务成本系数、议价能力、服务影响因子等）两个竞争平台与制造商之间的均衡决策和均衡利润。

The main content of this in-depth reading is to further replicate and analyze the individual bargaining model in the article, and to obtain the equilibrium decision and equilibrium profit between the two competitive platforms and the manufacturer under various influencing factors (such as market demand size, cross price elasticity coefficient, service cost coefficient, bargaining power, service influencing factors, etc.).

首先，如果平台和制造商之间关于产品批发价格的议价成功，则可以得到平台和制造商的利润函数如下：

First, if the platform and the manufacturer successfully negotiate the wholesale price of the product, the profit functions for both the platform and the manufacturer can be obtained as follows:

为了简化表达并降低计算分析的复杂性，将公式中多次重复出现的参数组合定义为辅助变量，辅助变量的本质上是“用一个符号代替一串固定的参数运算”，它不会改变模型的经济含义，但能显著优化计算过程。

To simplify the expression and reduce the complexity of the calculation and analysis, the combination of parameters that appears repeatedly in the formula is defined as an auxiliary variable. The essence of an auxiliary variable is "to replace a series of fixed parameter operations with a symbol". It does not change the economic meaning of the model, but can significantly optimize the calculation process.

然后，根据文章中给出的参数和变量的定义，将上述参数和辅助变量进行一个呈现。

Then, based on the definitions of parameters and variables given in the article, the above parameters and auxiliary variables are presented.

再根据已有研究中的广义纳什议价解结构，将具有不同议价能力的两个平台同时单独与制造商进行讨价还价博弈，再联立最大化平台各自与制造商之间的讨价还价效用，可以得到SB情形下博弈双方的相应均衡结果。

Based on the generalized Nash bargaining solution structure in existing research, by having two platforms with different bargaining capabilities simultaneously engage in bargaining games with the manufacturer individually, and then by maximizing the bargaining utility of each platform with the manufacturer, the corresponding equilibrium results for both parties in the SB case can be obtained.

对上述模型进行求解分析可知，当平台i的议价能力处于较高水平时，制造商向平台i收取的产品均衡批发价低于向平台j收取的均衡批发价；并且当平台i的议价能力高于一定阈值时，平台i制定的零售价和运营服务水平会低于平台j。

Analysis of the above model shows that when platform i has a high level of bargaining power, the equilibrium wholesale price charged by the manufacturer to platform i is lower than the equilibrium wholesale price charged to platform j; and when the bargaining power of platform i is higher than a certain threshold, the retail price and operational service level set by platform i will be lower than those of platform j.

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.