온라인 채널의 상대적 효율성 및 시장 커버리지가 가격경쟁에 미치는 영향분석

Abstract

This study considered the competition between two marketing channels: the online retailer and the offline retailer. Using the circular spatial market model, we first derive Nash and Stackelberg equilibria as a function of the relative efficiency and market coverage of the online retailer. By analyzing the equilibria, it is shown that optimal pricing strategy heavily depends on the level of relative efficiency and market coverage of the online retailer. It is also shown that, differently from the intuition, the profit of the online retailer is not always proportional to the level of its market coverage.