【論文摘要】考慮平行貿易的全球價格競爭

10.29893/NCUTMAN.201811.0025

高源懋；楊洋；吳政鴻

平行貿易 ； 混合logit模型 ； 多人定價賽局 ； 純策略納什均衡 ； Supply chain management ； parallel trade ； MMNL ； multi-player pricing game ； equilibrium ； sampled fictitious play

管理學術研討會

第十六屆（2018 / 11 / 01）

151 - 151

繁體中文

跨區域產品係指同類產品在多個市場中分別進行銷售，例如，相同型號的智慧型手機、相機、或電腦等產品，同時在多個國家進行銷售。而平行貿易是影響定價的重要考量因素，但文獻中尚無有效的定價方法，可同時考慮平行貿易及產品跨區域銷售。本研究探討單一製造商的多個區域業務部門（Local Business Unit, LBU）在其所在區域與其他地區銷售同類產品，採用Mixed Multiple Nominal Logit（MMNL）模型來預估每個區域的需求，從而在LBU之間形成價格競爭賽局。本研究的主要理論貢獻是在相對寬泛的假設下，證明該價格競爭賽局存在純策略納許均衡（pure strategy Nash equilibrium），並提出一有效的學習式最佳化方法（learning-based optimization method）來快速取得多決策者賽局的純策略納許均衡。與過往文獻僅考慮兩個或三個決策者不同，本研究所採用之sampled fictitious play演算法可於15分鐘內取得數十個LBU的均衡價格。並採用智慧型手機與民生消費品兩個案例，分析平行貿易的所帶來的影響與LBU行為的變化。在這兩個案例中，個別LBU的利潤可能會根據各自本土市場的市場特徵而增加或減少，但平行貿易卻增加了整體供應鏈的利潤。

Pricing a global product differently across multiple regions is a common but controversial practice. On one hand, price differentiation can help capture unique market characteristics and maximise supply chain profit. On the other hand, the parallel trade, encouraged by the existence of cross-price elasticity and price variation between regions, may lead to price competition between local business units (LBUs) of a global firm and hamper overall supply chain performance. This research formulates a decentralised pricing game between LBUs, and our main theoretical contribution is to verify the existence of a pure-strategy Nash equilibrium of the pricing game under a mild set of assumptions. Different from existing research that considers only two or three decision makers, a sampled fictitious play algorithm is proposed to find the equilibrium among a large number of decision makers. The efficient learning-based algorithm allows the quantitative validation of several trading conjectures in large pricing games for the first time and quickly converges to the Nash equilibrium. Real-world inspired cases are used to analyse the effect of parallel trade and the behaviour of LBUs. As parallel trade increases the overall supply chain profit, profits of individual LBUs may increase or decrease depending on the market characteristics of their respective home markets.