产品和零售商品牌差异条件下的渠道价格策略.pdf

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ֻ12जֻ6௹ܵ ৘ ॓ ࿐ ࿐ Б 2009୍12ᄅ JOURNALOFM Ӂ௖ބਬ൲അ௖இҵၳ่ࡱ༯֥౻֡ࡎ۬Ҧ੻ 范小军1,陈宏民2(1.ଲࣘҍࣜն࿐ႏཧა໾ੀ࿐ჽ,ଲࣘ210007;2.ഈݚࢌ๙ն࿐ν෼ࣜ࠶აܵ৘࿐ჽ,ഈݚ200052)ᅋေ:从渠道中的制造商和零售商相对力量对比的角度,对渠道中的价格决策问题进行了研究.采用博弈理论,研究了由两个制造商和两个零售商组成的典型渠道结构中的价格决策问题,在研究渠道价格决策时,同时考虑了产品和零售商的差异,将产品差异提炼为产品成本和产品品牌差异,将零售商的差异提炼为零售成本和零售商品牌差异,并考虑了需求函数和渠道权利结构对渠道价格决策产生的影响.研究表明,渠道权利结构a产品差异和零售商差异均对渠道价格决策会产生影响,且对不同制造商和零售商的影响程度有较大的差异.ܱ࡯Ս:渠道权利结构;产品品牌差异;零售商品牌差异;价格决策ᇏ๭ٳোݼ:F713 ໓ངѓ്઒:A ໓ᅣщݼ:1007-9807(2009)06-0012-110 ႄ ࿽౻֡Ӯჴᄝ౻֡ࢲܒᇏթᄝཌྷؓಃ০֥ҵၳ,ژކഈඍหᆘ֥ࡥֆ౻֡ྙൔ൞Ⴎ2۱ᇅᄯഅބ2ᄝԮ๤֥Լᆰ౻ܱ֡༢ᇏ,ᇅᄯഅ׻൞ቔູ۱ਬ൲അቆӮ֥౻֡ࢲܒ.࿹࣮ھ౻֥֡ࡎ۬थ౻֡ᇏ֥ਵ֝ᆀ,෰ૌथקӁ௖֥ࡎ۬ඣ௜ၛࠣҦൈ,๝ൈॉ੮ਔӁ௖ބਬ൲അ֥ҵၳ,ࡼӁ௖ҵ౻֥֡۲োࠃ׮,طਬ൲അᄵФޭ੻ਔ.ϴෛሢਬၳิ৿ູӁ௖ӮЧބӁ௖௖இҵၳ,ࡼਬ൲അ֥൲അ৯ਈ֥ᄹӉ,ਬ൲അᄝ౻֡थҦᇏ֥ቔႨᄀҵၳิ৿ູਬ൲ӮЧބਬ൲അ௖இҵၳ;ॉ੮ਔটᄀᇗေ,മᇀᄝྸ؟౻ܱ֡༢ᇏԩႿਵֹ໊֝.ླ౰ݦඔ֥࿊ᄴॖିؓनޙࢲݔӁള֥႕ཙ;ԉၹՎ,ླေՖႏཧ౻֡ᇏ֥ᇅᄯഅބਬ൲അ֥ཌྷٳॉ੮ਔ౻֡ಃ০ࢲܒ֥ো྘,ࡼྸ؟࿹࣮ᇏ֥ؓ৯ਈؓб֥࢘؇,ؓ౻֡ᇏ֥ࡎ۬थҦ໙ีࣉྛ࿹࣮.གྷႵ֥౻֡ࡎ۬໓ངᇶေіགྷਔ౻֡Ӯֆ၂ಃ০ࢲܒো྘,ঔԉູ౻֡ಃ০ࢲܒᇏॖିჴࢲܒ֥ҵၳթᄝ֥3ᇕಃ০ࢲܒ.Ч໓൮༵ٳ༅ਔླ౰ݦඔ[1],ShuganބM[2]oorthy࿹࣮ਔֆ۱ᇅᄯഅބֆ۱ਬ൲അ֥౻֡ࡎ۬थҦ[3࿊ᄴ໙ี;ࢤሢӂඍਔ3ᇕ౻֡ಃ০ࢲܒ֥หᆘ;],Ingene࿹࣮ਔ1۱ᇅᄯഅބಖުࡹ৫ਔ౻֡ࡎ۬थҦଆ྘;ᄝଆ྘ࠎԤഈ,ࢲ2۱ਬ൲അ֥౻֡ࡎ۬थҦ[4]ކ3ᇕ౻֡ಃ০ࢲܒ֥หᆘ,ؓ3ᇕ౻֡ಃ০ࢲܒ,Bandyopadhyayބ[5]Zenor࿹࣮ਔ2۱ᇅᄯഅބ1۱ਬ൲അ֥౻֡ࡎ۬थҦ.طC[6]hoi࿹࣮༯֥ࡎ۬थҦࢲݔࣉྛฐษ;ቋ,ުႋႨٟᆇ࠯ඌؓਔ2۱ᇅᄯഅބ2۱ਬ൲അ֥౻֡ࡎ۬थҦ3ᇕ౻֡ಃ০ࢲܒ༯֥ࡎ۬थҦनޙࢲݔࣉྛٳ༅.,֌ھ࿹࣮ໃॉ੮Ӂ௖ӮЧҵၳބਬ൲ӮЧҵၳ֩ၹ෍֥႕ཙ.Ч໓࿹࣮ׅ྘౻֡ࢲܒ֥ࡎ۬थҦ໙1 ླ౰ݦඔ֥࿊ᄴ,ีᄝھ౻֡ࢲܒᇏ,ᇅᄯഅބਬ൲അҪՑഈनթᄝࣩᆚ,ૄ۱ਬ൲അ֥Ӂ௖ᇕোᇏ׻ႵࣩᆚྟӁྸ؟౻֡ࡎ۬थҦ֥࿹࣮໓ངіૼ,ླ౰ݦ௖ཧ൲,ᇅᄯഅބਬ൲അ׿৫ֹࣉྛࡎ۬थҦ,۲ඔ֝ᇁྸ؟౻֡ਵ֝ಃބӁ௖ཌקࡎ֩थҦ໙ี ൬۠ರ௹:2006-11-13;ྩרರ௹:2008-03-17.ࠎࣁཛଢ:ݓࡅሱಖ॓࿐ࠎࣁሧᇹཛଢ(70602023).ቔᆀࡥࢺ:ٓཬफ(1974 ),ଳ,ࡾ༆ଲӄದ,Ѱൖ,ڬ࢝൱.Emai:lardourfan@ ֻ6௹ٓཬफ֩:Ӂ௖ބਬ൲അ௖இҵၳ่ࡱ༯֥౻֡ࡎ۬Ҧ੻ 13 Ӂളཌྷ޺઱؛֥ࢲ[.ંೂ1]Shugan֥࿹࣮іૼ,֥э߄Ԯ־۳ཨٮᆀ,ࠧਬ൲അؓ஻ؿࡎ۬э߄ᄝᆷඔླ౰ݦඔ༯,౻֡ᇏ֥ࡎ۬۵ෛᆀбࡎ֥۬ቋႪّႋ൞טᆜ෱֥൬ၭඣ௜,ਬ൲അބᇅᄯਵᆀ෮ࠆ֤֥൬ၭ۷؟[2],طMoorthyҐႨཌྟླഅ֥Լᆰܱ༢൞ཌྷ޺ูս,֥ࠧVSSܱ༢,طཌ౰ݦඔ֥࿹࣮ᄵіૼ,౻֡ᇏ֥ࡎ۬ਵ֝ᆀ෮ࠆྟླ౰ݦඔژކԼᆰᅞ੻ܱ༢ูս֥උྟ[6].ၹ֤֥൬ၭ۷؟[7];Choiбࢠਔཌྟླ౰ݦඔބᆷՎ,Ч໓࿊ᄴཌྟླ౰ݦඔ.ඔླ౰ݦඔ༯֥੉؎ྟਬ൲അ֥൬ၭ౦ঃ,࿹࣮іૼ,ཌྟླ౰ݦඔ༯ਬ൲അ֥൬ၭඣ௜ૼཁۚ2 ౻֡ಃ০ࢲܒႿᆷඔླ౰ݦඔ༯֥൬ၭ.ᆌؓᆃུ઱؛֥࿹࣮ࢲં[8],LeeބStaelinႋႨԼᆰᅞ੻ܱ༢ۀ୑ؓᄝྸ؟࿹࣮ᇏ,ࡼ౻֡ಃ০ࢲܒࡥ߄ູᆃུ઱؛ࣉྛਔࢳ൤,෰ૌࡼ౻֡ᇏ֥ਬ൲അބVerticalNashनޙ၂ᇕྙൔ,ೂAnthonyJ.ᇅᄯഅթᄝ3োԼᆰᅞ੻ܱ༢,ࠧԼᆰᅞ੻׿৫D[9]ukes֩࿹࣮.طᄝൌ࠽൧ӆᇏ,ॖିթᄝ3ᇕ(VSI)aԼᆰᅞ੻ูս(VSS)ބԼᆰᅞ੻޺Ҁॖି֥౻֡ಃ০ࢲܒ[7],ࠧᇅᄯഅථෳक़غѵ۬(VSC),ླ౰ݦඔ֥ো྘ᆰࢤथקਔԼᆰᅞ੻ܱ(MS)aԼᆰବ൉(VN)aਬ൲അථෳक़غѵ۬༢.ᄝ๙ӈ౦ঃ༯,ਬ൲അ҂߶ࡼᇅᄯഅ஻ؿࡎ۬(RS)3ᇕಃ০ࢲܒ,ೂ๭1෮ൕ๭1౻֡ಃ০ࢲܒ ᄝMSಃ০ࢲܒᇏ,ࡰ๨ཌٚཟіൕࡰ๨ԩᄝVNಃ০ࢲܒᇏ,ૄ۱ᇅᄯഅᄝਬ൲അؓ౻֡Ӯჴᇅקࡎ۬ၛࡰ๨ແ֥҆ਸ਼၂۱౻֡Ӯჴሱ࠭Ӂ௖֥൬ၭყ௹ބܴҳ֥ࣩ֞ᆚྟӁ௖֥ਬ֥ࡎູ۬၇ऌ,ૄ۱ᇅᄯഅᄝਬ൲അّ֥ႋݦඔ൲ࡎ۬ࠎԤഈ,࿊ᄴ෰֥஻ؿࡎ۬;ᄝૄ۱Ӂ௖֥ބܴҳ֥ࣩ֞ᆚྟ௖இ஻ؿࡎ֥۬ࠎԤഈ,थק஻ؿࡎ۬۳ק่֥ࡱ༯,ૄ۱ਬ൲അथקૄ۱Ӂ෰֥஻ؿࡎ۬;ᄝਆ۱ᇅᄯഅ֥஻ؿࡎ۬۳ק֥௖֥ཌྷႋ൬ၭ[12].ᆃᇕಃ০ࢲܒթᄝႵྸ؟ཬ྘่ࡱ༯,ૄ۱ਬ൲അᇅק෰֥ਬ൲ࡎ۬ၛൌགྷਆࠇᇏ྘ᇅᄯഅބਬ൲അ֥ྛြ,ೂࡅऎྛြaທऎ۱ࣩᆚྟ௖இཧ൲֥০೎ቋն߄[10].ᆃᇕಃ০ࢲྛြ.֩ᄝᆃུྛြ,ᇅᄯഅ໭مᆩࣩ֡ᆚؓ൭Ӂܒթᄝྸ؟ն྘ᇅᄯഅބཌྷ֒؟֥ཬ྘ਬ൲അ֥௖֥஻ؿࡎ۬,֌ିܴҳࣩ֞ᆚؓ൭Ӂ௖֥൧ӆྛြ,ೂ၄ူྛြaॹ෎ൊ௖ྛြ,ᄝᆃུྛြ֥ਬ൲ࡎ۬;ط౏ᇅᄯഅ҂ି॥ᇅਬ൲അ,ᇅᄯഅ֥౻֡ࢲܒᇏ,ᇅᄯഅᅝᇶֹ֝,໊෰ૌᄝᇅק஻ؿࡎ۬थҦߎсྶ၇ঠႿਬ൲അؓሱ࠭Ӂ௖֥൬ၭࡎ۬ൈॖၛࡼਬ൲അّ֥ႋݦඔॉ੮ࣉಀ,֌ေყ௹(ࠇਬ൲ࡎ۬ყ௹).๝ဢ,ਬ൲അ҂ି০Ⴈܴҳࣩ֞ᆚؓ൭֥஻ؿࡎ۬ॖି߶Ⴕׄ଴؇[11].ᇅᄯഅّ֥ႋݦඔ. 14 ܵ ৘ ॓ ࿐ ࿐ Б2009୍12ᄅᄝRSಃ০ࢲܒᇏ,ૄ۱ᇅᄯഅᄝਬ൲അؓఃᇏ:wijіൕਬ൲അjࠆ֤Ӂ௖i֥஻ؿࡎ۬,ciሱ࠭Ӂ௖֥൬ၭყ௹ބܴҳ֥ࣩ֞ᆚྟӁ௖֥ਬіൕӁ௖i֥ളӁӮЧ.ູਔٳ৖ԛളӁӮЧҵ൲ࡎ۬ࠎԤഈ,࿊ᄴ෰֥஻ؿࡎ۬;ਬ൲അᄝૄ۱ၳؓ౻֡ࡎ۬थҦ֥႕ཙ,҂ാ၂Ϯྟ,ॖࡌഡᇅᇅᄯഅཌྷႋ֥஻ؿࡎ֥۬ࠎԤഈ,০Ⴈᇅᄯഅ֥ᄯഅ1఼ູ൝ӌഅ,ఃളӁӮЧႵႪ൝,ఃളӁӮّႋݦඔഡקૄ۱Ӂ௖֥൬ၭඣ௜[13].ھಃ০ࢲЧc1=c,ᄵളӁӮЧԩႿ೐൝֥ᇅᄯഅ2֥ളӁܒթᄝྸ؟୪Ӂ௖ྛြaರႨӁ௖ྛြ,ᄝᆃུྛӮЧc2ॖіൕູc2=c+ c.ြᇏ,ᇅᄯഅૼཁಌكܿଆႪ൝ބ௖இႪ൝,ਬ൲ਬ൲അ֥൬ၭॖіൕູ:അႮႿ෱֥ཧ൲ܿଆႪ൝طᄝ౻֡थҦᇏ֥႕ཙ৯۷఼,ᇅᄯഅ۷؟ֹܱᇿটሱᆃུն྘ਬ൲അ∀Rj=#(pij-wij-sj)qij j=1,2(3)i=1,2֥רֆఃᇏsjіൕਬ൲അjཧ൲ֆ໊Ӂ௖֥ਬ൲ӮЧ,ᆃ.৚ࡌഡ๝၂ਬ൲അཧ൲ਆ۱ࣩᆚྟ௖இ֥ਬ൲ӮЧ൞ཌྷ๝.ູ֥ਔٳ৘ԛਬ൲അ֥ਬ൲ӮЧҵၳ3 ౻֡ࡎ۬थҦଆ྘ؓ౻֡ࡎ۬थҦ֥႕ཙ,҂ാ၂Ϯ,ྟॖࡌഡਬ൲അ1ູӮЧ఼൝ਬ൲അ,ఃਬ൲ӮЧູs1(s1=ᄝ2۱ᇅᄯഅބ2۱ਬ൲അቆӮ֥౻֡ᇏ,s),ᄵӮЧཌྷؓԩႿ೐൝֥ਬ൲അ֥ਬ൲ӮЧs಩ޅ၂۱ਬ൲അ๝ൈཧ൲ਆᇕӁ௖.ਬ൲അ֥ห2ॖіൕູs2=s+ s.קӁ௖ཧਈ,҂ࣇ൳Ӂ௖ਬ൲ࡎ֥۬႕ཙ,ߎ߶൳ࣩ֞ᆚྟӁ௖֥ਬ൲ࡎ֥۬႕ཙ[14],๝ൈߎ߶൳֞ః෰ਬ൲അ֥๝၂Ӂ௖֥ਬ൲ࡎ֥۬႕ཙ4 ೘ᇕ౻֡ಃ০ࢲܒ༯֥ࡎ۬थҦ,ࠧ൳֞Ӂ௖௖இҵၳӱ؇ބਬ൲അ௖இҵၳӱ؇֥႕ཙ[15].Ӂ௖௖இҵၳӱ؇ᄀ,ۚھӁ௖֥ླ౰ MSಃ০ࢲܒ൳ః෰Ӂ௖ࡎ۬ඣ௜႕ཙ֥ӱ؇ᄀཬ[16];๝ဢᇅᄯഅॖၛ০Ⴈਬ൲അّ֥ႋݦඔቔູࡎ۬,ؓหקӁ௖ط࿽,ਬ൲അ௖இҵၳӱ؇ᄀۚ,ھਬथҦ֥၇ऌ.൮,༵ਬ൲അᄝ۳ק֥஻ؿࡎ۬༯ᇅ൲അ֥ཧਈ൳ః෰ਬ൲അࡎ۬ඣ௜႕ཙӱ؇ᄀקཌྷႋ֥ਬ൲ࡎ۬ၛൌགྷ൬ၭቋն߄;ಖު,ᇅᄯཬഅ၇ऌཧ൲ሱ࠭Ӂ௖֥ਬ൲അ֥ਬ൲ࡎ۬ބࣩᆚ[17].ၹՎ,หקӁ௖ᄝਬ൲അԩ֥ླ౰ݦඔॖіൕؓ൭֥஻ؿࡎ,۬थק෱֥஻ؿࡎ۬:ູq∀R1=(p11-w11-s1)q11+(p21-w21-s)q21ij=a-bpij+ (pkj-pij)+ (pil-pij)(1)ఃᇏ,i,kіൕӁ௖1ބ2;j,lіൕਬ൲അ1ބ2;qij∀R2=(p12-w12-s- s)q12+іൕӁ௖iᄝਬ൲അjԩ֥ཧ൲ਈ;pijіൕӁ௖i(p22-w22-s- s)q22(4)ᄝਬ൲അjԩ֥ਬ൲ࡎ;۬pkj-pijіൕӁ௖iބkႋႨൔ(1),ࡼཌྷႋ֥qᆴսೆഈൔ,ٳљؓᄝ๝၂ਬ൲അjԩ֥ਬ൲ࡎ۬ҵ; ູӁ௖iބkཌྷႋ֥ࡎ۬౰,֝ॖ֤֥௖இҵၳᆴ;pil-pijіൕӁ௖iᄝ҂๝ਬ൲അjބlԩ֥ਬ൲ࡎ۬ҵ; ູਬ൲അjބl֥௖இҵ!∀R1=-2(b+ + )p11+2 p21+ p12+!pၳᆴ11. (b+ + )(w11+s)- (w21+s)+aਸ਼ຓ,a>0,b>0, !0, !0,౏ડቀb> ބ =0b> [18].Ӂ௖௖இҵၳ߄ӱ؇ᄀն,Ӂ௖ู֥սྟӱ؇ࣼᄀ֮,ᄵӁ௖ࡎ۬ҵؓӁ௖֥ླ౰!∀R1=-2(b+ + )p21+2 p11+ p22+ӱ؇႕ཙᄀཬ.ၹՎ!p21, ᄀཬ,іൕ௖இҵၳ߄ӱ؇ᄀն.োර,ֹ ᄀཬ,ਬ൲അ௖இ֥ҵၳ߄ӱ (b+ + )(w21+s)- (w11+s)+a؇ᄀն =0.ᇅᄯഅ֥০೎ॖіൕູ!∀R2=-2(b+ + )p!12+2 p22+ p11+p∀12Mi=#(wij-ci)qij i=1,2(2)j=1,2 (b+ + )(w12+s+ s)- ֻ6௹ٓཬफ֩:Ӂ௖ބਬ൲അ௖இҵၳ่ࡱ༯֥౻֡ࡎ۬Ҧ੻ 15 (w22+s+ s)+a=0 (p21-p22)-2(b+ )(w22-c- c)=0!∀R2(8)=-2(b+ + )p22+2 p!12+ p21+p22ᄝVNनޙ༯,ᇅᄯഅބਬ൲അᇏ֥಩ޅ၂ (b+ + )(w22+s+ s)-ٚन҂ିࡼّ֥ؓٚႋݦඔቔູఃࡎ۬थҦ֥၇ (w12+s+ s)+a=0(5)ऌ.طਬ൲അ֥ࡎ۬थҦݦඔೂൔ(5)෮ൕ,ᄵᇅᄝMSಃ০ࢲܒ༯,ᇅᄯഅॖၛ০Ⴈਬ൲അᄯഅބਬ൲അ֥NashनޙࢳॖႮൔ(5)ބൔ(8)ّ֥ႋݦඔ,ࠧਬ൲ࡎ۬൞஻ؿࡎ֥۬ݦඔ,ᇅᄯഅᄝሱ࠭Ӂ௖֥ਬ൲ࡎ۬ބࣩᆚؓ൭Ӂ௖֥஻ؿ֤֞,ఃࢲݔೂі1෮ൕ.ࡎ֥۬ࠎԤഈ,ಒק෱֥஻ؿࡎ۬,ၛൌགྷ০೎ቋ ᄝRSಃ০ࢲܒն߄ᄝھಃ০ࢲܒ༯,ਬ൲അӮਔ౻֡ᇏ֥ਵ֝,ᄵᇅᄯഅ֥ࡎ۬थҦݦඔູᆀ,ᇅᄯഅӮਔ۵ෛᆀ.ਬ൲അॖၛ০Ⴈᇅᄯഅ֥maxw11-c)q11+p11,p12,w∀M1=(21,w22ّႋݦඔቔູࡎ۬थҦ֥၇ऌ,ᇅᄯഅᄝࣩᆚؓ (w12-c)q12൭௖இ֥ਬ൲ࡎ۬ބਬ൲അ൬ၭ֥ࠎԤഈ,ᇅק(6)maxp∀Mሱ࠭Ӂ௖֥஻ؿࡎ۬ၛൌགྷ০೎ቋն߄,ਬ൲അ1=(w21-c- c)q21+,p,w,w11121112ᄜ၇ऌᇅᄯഅ֥஻ؿࡎ۬ބࣩᆚྟਬ൲അ֥ਬ൲(w22-c- c)q22ࡼൔࡎ۬টᇅקਬ൲ࡎ۬ඣ௜.(5)౰֤֥ࡎ۬ٳљսೆൔ(6),ѩؓཌྷႋ֥஻ؿࡎ۬౰֝,ॖ֤ཌྷႋ֥஻ؿࡎ۬w11aw12aႮႿਬ൲അॖၛ০Ⴈᇅᄯഅّ֥ႋݦඔ,ࠧw21ބw஻ؿࡎູ۬ਬ൲ࡎ֥۬ݦඔ,Ⴎൔ(8)ॖٳљ࠹22,ᄝՎࠎԤഈ,ॖ౰֤ཌྷႋ֥ਬ൲ࡎ۬aᇅᄯഅ০೎ބਬ൲അ০೎,ೂі1෮ൕෘ֤֞ཌྷႋ֥஻ؿࡎ,۬ࡼཌྷႋ֥஻ؿࡎ۬սೆ.4ൔ(5),ॖ౰֤ཌྷႋ֥ਬ൲ࡎ,۬ᄝՎࠎԤഈ,౰.2 VNಃ০ࢲܒᄝVNಃ০ࢲܒ༯ࢳཌྷႋ֥஻ؿࡎ۬aᇅᄯഅ০೎ބਬ൲അ০೎,ೂ,ᇅᄯഅބਬ൲അᆭࡗྙӮਔବ൉नޙ,ૄ۱ᇅᄯഅᄝਬ൲അؓሱ࠭Ӂ௖і1෮ൕ.֥൬ၭყ௹ބܴҳ֥ࣩ֞ᆚྟ௖இ֥ਬ൲ࡎ۬ࠎԤഈ,࿊ᄴ෰֥஻ؿࡎ۬;ᄝૄ۱௖இ֥஻ؿࡎ۬5 ࡎ۬थҦनޙࢲݔٳ༅۳ק่֥ࡱ༯,ૄ۱ਬ൲അथקૄ۱௖இ֥ཌྷႋ൬ၭ.ູਔٳ৖ԛӁ௖௖இҵၳaਬ൲അ௖இҵၳaᇅᄯഅ֥ࡎ۬थҦݦඔູӁ௖ӮЧҵၳaਬ൲ӮЧҵၳ֩ၹ෍ؓ҂๝ಃ০∀M1=(w11-c)q11+(w12-c)q12ࢲܒ༯֥౻֡ࡎ۬थҦ႕ཙ,༯૫ҐႨMatlab࠯∀M2=(pw21-c- c)q21+(w22-c- c)q22(7)ඌ,ᄝః෰ၹ෍ܥק֥౦ঃ༯,ؓఃᇏֆ۱႕ཙၹࡼqս,ೆѩؓཌྷႋ֥஻ؿࡎ۬౰֝,ॖ֤෍ࣉྛٟᆇ.!∀ Ӂ௖௖இҵၳ֥႕ཙ1=a-bp11+ (p21-p11)+!wູਔٳ৖ԛӁ௖௖இҵၳ֥႕ཙ,ࡌקਬ൲11 (p12-p11)-2(b+ )(w11-c)=0അ௖இҵၳaӁ௖ӮЧҵၳބਬ൲ӮЧҵၳູק!∀Mᆴ,ࠧa=5ab=3a ==3as= c=1=a-bp12+ (p22-p12)+!w120a s=0,ᄝھ౦ঃ༯,w=w11=w12=w21= (p11-p12)-2(b+ )(w12-c)=0w22,p=p11=p12=p21=p22,∀M=∀M1=!∀M2=a-bp21+ (p11-p21)+!w∀M2,∀R=∀R1=∀R2.ҐႨMatlab࠯ඌ21 (p22-p21)-2(b+ )(w21-c- c)=0ؓ3ᇕಃ০ࢲܒ༯֥wapa∀Ma∀RෛӁ௖௖!∀M2இҵၳ ֥э߄౦ঃࣉྛٟᆇ,ఃٟᆇࢲݔೂ๭2=a-bp22+ (p12-p22)+!w22෮ൕ. 16 ܵ ৘ ॓ ࿐ ࿐ Б2009୍12ᄅ๭2 Ӂ௖௖இҵၳؓ҂๝ಃ০ࢲܒ༯֥౻֡ࡎ۬थҦ႕ཙ ෛሢӁ௖௖இҵၳӱ؇֥ิۚ(Ӂ௖௖இҵູਔٳ৖ԛਬ൲അ௖இҵၳ֥႕ཙ,ࡌקӁၳᆴ ᄀཬ,Ӂ௖௖இҵၳӱ؇ᄀն),Ӂ௖ᆭࡗ௖௖இҵၳaӁ௖ӮЧҵၳބਬ൲ӮЧҵၳູקࣩᆚӱ؇༯ࢆ,ః஻ؿࡎ۬ࡼӯགྷഈശ౴൝,Ֆطᆴ,ࠧa=5ab=3a =2ac=3as= c=0aջ׮ః০೎ඣ௜֥ഈശ.ႮႿ஻ؿࡎ֥۬ഈശ,ਬ s=0,ᄝھ౦ঃ༯,w=w11=w12=w21=w22,൲അູਔٳքӮЧ,߶ิۚਬ൲ࡎ۬ၛࡼ҆ٳӮp=p11=p12=p21=p22,∀M=Ч֥ᄹࡆሇࡑ۳ཨٮᆀ(ປಆሇ၍ॖି߶֝ᇁਬ∀M1=൲ࡎ۬ݖ,ۚՖطࡨഒཧਈ),๝ൈਬ൲അࢆ֮൬∀M2,∀R=∀R1=∀R2.ҐႨMatlab࠯ඌၭඣ௜ၛҀӊഺჅӮЧ,ၹطః০೎ඣ௜ӯགྷ༯ؓ3ᇕಃ০ࢲܒ༯֥wapa∀Ma∀Rෛਬ൲അࢆ౴൝.௖இҵၳ ֥э߄౦ঃࣉྛٟᆇ,ఃٟᆇࢲݔೂ ਬ൲അ௖இҵၳ֥႕ཙ๭3෮ൕ.๭3 ਬ൲അ௖இҵၳؓ҂๝ಃ০ࢲܒ༯֥౻֡ࡎ۬थҦ႕ཙ ֻ6௹ٓཬफ֩:Ӂ௖ބਬ൲അ௖இҵၳ่ࡱ༯֥౻֡ࡎ۬Ҧ੻ 17 18 ܵ ৘ ॓ ࿐ ࿐ Б2009୍12ᄅ ෛሢਬ൲അ௖இҵၳӱ؇֥ิۚ(ਬ൲അ௖ Ӂ௖ӮЧҵၳ႕ཙஇҵၳᆴ ᄀཬ,ਬ൲അ௖இҵၳӱ؇ᄀն),஻ູਔٳ৖ԛӁ௖ӮЧҵၳ֥႕ཙ,ࡌקӁ௖ؿࡎ۬ӯགྷ༯ࢆ౴൝,ਬ൲അ௖இҵၳӱ؇ᄀն,௖இҵၳaਬ൲അ௖இҵၳބਬ൲ӮЧҵၳູקਬ൲അᆭࡗᄀಌكࣩᆚ,෱ૌ۷Ⴕି৯ཟᇅᄯഅᆴ,ࠧa=5ab=3a =2a ==3as=ေ౰۷֥֮஻ؿࡎ.۬ႮႿ஻ؿࡎ֥۬༯ࢆ,ᇅᄯ0 5a s=0,ᄝھ౦ঃ༯,w1=w11=w12,w2=അ֥০೎ඣ௜ࡼ༯ࢆ.ؓႿਬ൲അط࿽,ਬ൲ࡎ۬w21=w22,p1=p11=p12,p2=p21=p22,∀R=ෛਬ൲അ௖இҵၳӱ؇֥ิۚطิۚ,ႮႿਬ൲അ௖இҵၳӱ؇ն,ਬ൲അᆭࡗ֥ࡎࣩ۬ᆚӱ؇∀R1=∀R2.ؓ3ᇕಃ০ࢲܒ༯֥wapa∀Maཬ,ၹطਬ൲ࡎ۬߶ӯགྷഈശ౴൝,Ֆطջ׮ః০∀RෛӁ௖ӮЧҵၳ c֥э߄౦ঃࣉྛٟᆇ,೎ඣ௜֥ഈശ.ఃٟᆇࢲݔೂ๭4෮ൕ.๭4Ӂ௖ӮЧҵၳؓ҂๝ಃ০ࢲܒ༯֥౻֡ࡎ۬थҦ႕ཙ ໭ંᄝޅᇕಃ০ࢲܒ༯,ؓหקӁ௖ط࿽,ཌྷؓࢠ,֮ఃࢆࡎॢࡗေնႿӮЧਜ൝Ӂ௖.஻ؿࡎ۬ෛሢӁ௖ӮЧҵၳ֥ࡆն,ӮЧႪ൝ӁෛሢӮЧҵၳ֥ࡆն,ӮЧႪ൝ᇅᄯഅ০೎௖ބӮЧਜ൝Ӂ௖֥஻ؿࡎ۬न༯ࢆ,ط౏ӮЧӯགྷഈശ౴൝,طӮЧਜ൝ᇅᄯഅ০೎ӯགྷ༯ࢆႪ൝Ӂ௖֥ࡎ۬༯ࢆږ؇նႿӮЧਜ൝Ӂ௖֥༯ࢆ౴൝.ӮЧႪ൝Ӂ௖ऎႵ஻ؿࡎ۬Ⴊ൝৵ջӁളږ؇.ӮЧႪ൝֥ᇅᄯഅູਔఽᅝ۷ն֥൧ӆٺح,֥ਬ൲ࡎ۬Ⴊ൝,Ֆطିࠆ֤۷ն֥൧ӆٺح,ః߶ࢆ֮ࡎ۬ඣ௜ၛᄹ఼൧ӆࣩᆚ৯,ႮႿఃӁ௖Ӯ০೎ඣ௜߶ഈശ;طӮЧਜ൝Ӂ௖ᄵཌྷ.ّؓႿ๝Ч,֮ᄝЌᆣֆ໊ш࠽൬ၭ֥భิ༯,ିܔᇅקԛ۷ൈࣜႏӮЧႪ൝Ӂ௖ބӮЧਜ൝Ӂ௖֥ਬ൲അطႵࣩᆚႪ൝֥஻ؿࡎ.۬طӮЧਜ൝ᇅᄯഅᄝФ׮࿽,ႮႿӮЧႪ൝Ӂ௖ᄝఃཧ൲حᇏ෮ᅝб২ࢠ֥ࣩᆚ༯,ေࢆ֮஻ؿࡎ,۬֌ႮႿӁ௖ӮЧ֥ཋն,ၹطਬ൲അሹุ০೎ӯགྷഈശ౴൝.ᇅ,ఃࢆࡎॢࡗႵཋ.ਬ൲ࡎ۬ෛሢӁ௖ӮЧҵၳ֥ ਬ൲ӮЧҵၳ֥႕ཙࡆն,ӮЧႪ൝Ӂ௖ބӮЧਜ൝Ӂ௖֥ਬ൲ࡎ۬नູਔٳ৖ԛਬ൲ӮЧҵၳ֥႕ཙ,ࡌקӁ௖༯ࢆ,ط౏ӮЧႪ൝Ӂ௖֥ࡎ۬༯ࢆږ؇նႿӮЧ௖இҵၳaਬ൲അ௖இҵၳބӁ௖ӮЧҵၳູקਜ൝Ӂ௖֥༯ࢆږ؇.ӮЧႪ൝Ӂ௖ႮႿ஻ؿࡎ۬ᆴ,ࠧa=5ab=3a =2a ==3as= ֻ6௹ٓཬफ֩:Ӂ௖ބਬ൲അ௖இҵၳ่ࡱ༯֥౻֡ࡎ۬Ҧ੻ 19 0 5a c=0,ᄝھ౦ঃ༯,w1=w11=w12,w2=ࡎ۬༯ࢆږ؇.ႮႿӮЧႪ൝ਬ൲അཌྷؓః෰ਬw൲അ֥Ⴊ൝ࡆն,ϴෛӮЧႪ൝֥ཧ൲ܿଆႪ൝21=w22,p1=p11=p12,p2=p21=p22,∀M=∀M1=∀M൐෱Ӯູ2.ؓ3ᇕಃ০ࢲܒ༯֥wapa∀MaหקӁ௖֥ᇶေཧ൲౻֡,෱ᄝބหקӁ௖ᇅᄯഅซ஑ᇏ,Ⴕ۷ն֥႕ཙ৯,߶ေ౰ᇅᄯ∀Rෛਬ൲അਬ൲ӮЧҵၳ s֥э߄౦ঃࣉྛഅࢆ֮หקӁ௖֥஻ؿࡎ,۬Ֆط֝ᇁหקӁ௖ٟᆇ,ఃٟᆇࢲݔೂ๭5෮ൕ.֥ሹุ஻ؿࡎ۬༯ࢆ,ӮЧਜ൝ਬ൲അ۵ෛሢӮ໭ંᄝޅᇕಃ০ࢲܒ༯,ؓႿหקӁ௖ط࿽,ЧႪ൝ਬ൲അ္ିࠆ֤ཌྷ֥֮ؓ஻ؿࡎ.۬֌ӮෛሢӮЧႪ൝ਬ൲അބӮЧਜ൝ਬ൲അᆭࡗ֥ਬЧႪ൝ਬ൲അିᆚ౼֞۷֥֮஻ؿࡎ,ᇅᄯഅ߶൲ӮЧҵၳ֥ᄹն,ӮЧႪ൝ਬ൲അބӮЧਜ൝۷؟ֹܱᇿӮЧႪ൝ਬ൲അ֥ေ౰,طӮЧਜ൝ਬ൲അ֥஻ؿࡎ۬न༯ࢆ,֌൞ӮЧႪ൝ਬ൲അਬ൲അ֥ཧ൲ਈᄝᇅᄯഅ֥ሹཧ൲حᇏ෮ᅝб২֥஻ؿࡎ۬༯ࢆږ؇նႿӮЧਜ൝ਬ൲അ֥஻ؿࢠཬ,ఃေ౰๙ӈ߶Фᇅᄯഅޭ੻[19].๭5 ਬ൲ӮЧҵၳؓ҂๝ಃ০ࢲܒ༯֥౻֡ࡎ۬थҦ႕ཙ ؓႿหקӁ௖ط࿽,ෛሢਬ൲ӮЧҵၳ֥ᄹ൲അॖࠆ֤ࢠֹ֮஻ؿࡎ۬,ط౏ਬ൲ӮЧ္ն,ӮЧႪ൝ਬ൲അބӮЧਜ൝ਬ൲അԩ֥ਬ൲֮,ھਬ൲അିၛࢠ֥֮ࡎ۬ཧ൲Ӂ௖,ՖطӁࡎ۬न༯ࢆ,֌൞ӮЧႪ൝ਬ൲അ֥ਬ൲ࡎ۬༯ളࢠն֥ཧ൲ܿଆ.ၹՎ,ӮЧႪ൝ਬ൲അ൞၂ࢆږ؇նႿӮЧਜ൝ਬ൲അ֥ਬ൲ࡎ۬༯ࢆږ่٤ӈིۚੱ֥౻֡,ᇅᄯഅ๙ݖھ౻֡ٳཧ,؇.ؓႿӮЧႪ൝֥ਬ൲അط࿽,෱Ⴕࢠն֥ࢆࡎॖၛࢆ֮ཧ൲ӮЧ,ࡆնཧਈ,Ֆط֝ᇁ০೎ඣ׮ࠏၛ۾ࠌࣩᆚؓ൭,๙ӈӮЧႪ൝ਬ൲അႵࢠ௜֥ഈശ.ն֥൧ӆٺح,ࢆࡎॖၛϺᇹ෱ࠆ֤۷ն൧ӆٺෛሢਬ൲ӮЧҵၳ֥ᄹն,ӮЧႪ൝ਬ൲അح,طӮЧਜ൝ਬ൲അႮႿਬ൲ӮЧ֥ཋᇅ,ఃࢆ֥০೎ഈശ,طӮЧਜ൝ਬ൲അ֥০೎༯ࢆ.ӮЧࡎږ؇ड़קေ֮ႿӮЧႪ൝ਬ൲അ.ෛሢਬ൲ӮႪ൝ਬ൲അቔູᇅᄯഅ֥ܱ࡯ི֥ۚੱཧ൲౻Чҵၳ֥ᄹն,ᇅᄯഅ֥০೎ඣ௜҂؎ഈശ,ᆃ,֡ିՖᇅᄯഅԩࠆ֤Ⴊ߲֥஻ؿࡎ۬,๝ൈႮႿ၂ࢲંაൌ࡬ᇏྸ؟ᇅᄯഅಪູ∃Ⴊ൝ਬ൲അఃਬ൲ӮЧႪ൝,ᄝЌᆣކ৘֥ш࠽൬ၭ่֥ࡱ߶ࢆ֮෱֥০೎ඣ௜%֥ܴׄཌྷቐ.ႮႿႪ൝ਬ༯,ॖᇅקԛႵޓ఼൧ӆࣩᆚ৯֥ਬ൲ࡎ۬,Ֆط 20 ܵ ৘ ॓ ࿐ ࿐ Б2009୍12ᄅӁളࢠնཧਈ,ၹط০೎ඣ௜ഈശ.ཌྷّ,ӮЧਜ൝ਬ൲അଦ҂֞Ⴊ߲֥஻ؿࡎ,ਬ൲ӮЧႻ,ۚ6 ࢲඏეਬ൲ࡎ۬ಌكࣩᆚ,ཧਈࢠཬ,০೎ඣ௜߶༯ࢆ.Ч໓ؓ2۱ᇅᄯഅބ2۱ਬ൲അ֥ׅ྘౻ ಃ০ࢲܒ֥႕ཙ֡ࢲܒᇏ֥ࡎ۬थҦ໙ีࣉྛਔฐษ,ٳ༅ਔؓหקਬ൲അཧ൲֥Ӂ௖ط࿽,ᄝVNaMSaᇅᄯഅථෳक़غѵ۬(MS)aԼᆰବ൉(VN)aਬRS֩3ᇕಃ০ࢲܒ༯,ః஻ؿࡎ۬ડቀwRS<wVN<൲അථෳक़غѵ۬(RS)֩3ᇕ౻֡ಃ০ࢲܒ֥wMS,ࠧᇅᄯഅථෳक़غѵ۬ಃ০ࢲܒ༯֥஻ؿࡎࡎ۬थҦหᆘ;ࡹ৫ਔ౻֡ࡎ۬थҦଆ྘,ؓ3۬ቋ,ۚطਬ൲അථෳक़غѵ۬ಃ০ࢲܒ༯֥஻ᇕ౻֡ಃ০ࢲܒ༯֥ࡎ۬थҦࢲݔࣉྛਔฐؿࡎ۬ቋ.֮ھࢲݔіૼ,ೂݔ౻֡ᇏᇅᄯഅԩႿ༅,ѩႋႨMatlabٟᆇ࠯ඌؓ3ᇕ౻֡ಃ০ࢲܒਵֹ໊֝,ࡼ߶Ⴕ׮ࠏิۚӁ௖֥஻ؿࡎ۬,طਬ༯֥ࡎ۬थҦनޙࢲݔࣉྛٳ༅.࿹࣮ࢲݔ൲അԩႿਵֹ໊֝,ᄵ߶࿢֮ᇅᄯഅ֥஻ؿࡎ۬,іૼ:ᆃაႏཧൌ࡬൞ཌྷژ֥1)ᇅᄯഅථෳक़غѵ۬ಃ০ࢲܒ༯֥஻ؿ.ؓหקਬ൲അཧ൲֥Ӂ௖ط࿽,3ᇕಃ০ࢲࡎ۬ቋۚ,طਬ൲അථෳक़غѵ۬ಃ০ࢲܒ༯ܒ༯֥ਬ൲ࡎ۬ડቀMSVNp>pބRSVNp>p,ࠧ಩֥஻ؿࡎ۬ቋ;֮໭ંᇅᄯഅބਬ൲അଧ၂ٚޅྙൔ֥ථෳक़غѵ۬ಃ০ࢲܒन߶൐ਬ൲ࡎ۬ᄝ౻֡ᇏԩႿਵֹ໊֝,׻߶֝ᇁਬ൲ࡎ۬ඣඣ௜ശۚ,طਬ൲അථෳक़غѵ۬ބᇅᄯഅථෳ௜֥ิۚ,ቋᇔ߶ࢆ֮ཨٮᆀڞ০ඣ௜;ᄝ౻֡क़غѵ۬ਆᇕಃ০ࢲܒ༯֥ਬ൲ࡎ۬ඣ௜֮ۚಏᇏԩႿਵֹ໊֥֝၂ٚିՖ౻֡ᇏࠆ֤۷؟֥൳֞Ӂ௖௖இҵၳaਬ൲അ௖இҵၳaӁ௖ӮЧҵ০ၭ;ၳބਬ൲ӮЧҵၳ֩؟ᇕၹ෍֥႕ཙ.ھࢲݔі2)ෛሢӁ௖௖இҵၳӱ؇֥ิۚ,ః஻ؿૼࡎ۬ࡼӯགྷഈശ౴൝,Ֆطջ׮ᇅᄯഅ০೎ඣ,໭ંᇅᄯഅބਬ൲അଧ၂ٚᄝ౻֡ᇏԩႿਵֹ֝,໊׻߶֝ᇁਬ൲ࡎ۬ඣ௜֥ิۚ,ቋᇔ߶ࢆ௜֥ഈശ,๝ൈ,ਬ൲ࡎ۬ഈശ,ਬ൲അ০೎ඣ֮ཨٮᆀڞ০ඣ௜௜ӯགྷ༯ࢆ౴൝;ෛሢਬ൲അ௖இҵၳӱ؇֥.ؓหקᇅᄯഅط࿽ิ,ۚ஻ؿࡎ۬ӯགྷ༯ࢆ౴൝,ᇅᄯഅ֥০೎ඣ,3ᇕಃ০ࢲܒ༯֥ᇅᄯഅ০೎ඣ௜ડቀ∀MMS>∀MVN>∀MRS,ࠧ௜ࡼ༯ࢆ;๝ൈ,ਬ൲ࡎ۬ෛਬ൲അ௖இҵၳӱᇅᄯഅථෳक़غѵ۬ಃ০ࢲܒ༯֥ᇅᄯഅ০೎؇֥ิۚطิ,ۚՖطջ׮ఃਬ൲അ০೎ඣ௜ඣ௜ቋۚ,طਬ൲അථෳक़غѵ۬ಃ০ࢲܒ༯֥ഈശ;֥ᇅᄯഅ০೎ඣ௜ቋ֮;๝ဢ,ؓหקਬ൲അط3)ෛሢӁ௖ӮЧҵၳࡆն,ӮЧႪ൝Ӂ௖ބӮЧਜ൝Ӂ௖֥஻ؿࡎ۬न༯ࢆ,ط౏ӮЧႪ൝࿽,∀RRS>∀RVN>∀RMS,ࠧਬ൲അථෳक़Ӂ௖֥ࡎ۬༯ࢆږ؇նႿӮЧਜ൝Ӂ௖֥༯ࢆږغѵ۬ಃ০ࢲܒ༯֥ਬ൲അ০೎ඣ௜ቋ,ۚط؇,طӮЧႪ൝Ӂ௖ބӮЧਜ൝Ӂ௖֥ਬ൲ࡎ۬ᇅᄯഅථෳक़غѵ۬ಃ০ࢲܒ༯֥ਬ൲അ০೎न༯ࢆ,ط౏ӮЧႪ൝Ӂ௖֥ࡎ۬༯ࢆږ؇նႿඣ௜ቋ֮.ഈඍࢲݔіૼ,ؓႿᇅᄯഅބਬ൲അӮЧਜ൝Ӂ௖֥༯ࢆږ؇;ӮЧႪ൝Ӂ௖֥০೎ቆӮ֥౻֡ط࿽,ᄝ౻֡ᇏԩႿਵֹ໊֥֝၂ඣ௜߶ഈശ,طӮЧਜ൝Ӂ௖ᄵཌྷ;ّਬ൲അሹุٚିՖ౻֡ᇏࠆ֤۷؟֥০ၭ,ط౻֡ᇏ֥۵০೎ӯགྷഈശ౴൝;ෛᆀ֥০ၭࡼ߶෥ാ.Ӂളᆃ၂ࢲݔ֥ჰၹ൞,4)ෛሢਬ൲അ௖இҵၳӱ؇֥ิۚ,஻ؿࡎ౻֡ᇏ֥ਵ֝ᆀᆩ֡۵ෛᆀّ֥ႋݦඔ,ѩࡼ۬ӯགྷ༯ࢆ౴൝,ਬ൲ࡎ۬ෛਬ൲അ௖இҵၳӱᆃུྐ༏ႋႨႿ෱֥Ҧ੻ᇅקᇏ,ط۵ෛᆀᆺ؇֥ิۚطิ;ۚᇅᄯഅ֥০೎ඣ௜ࡼ༯ࢆ,ਬ൲ିᄝਵ֝ᆀ۳ק่֥ࡱ༯,ൌགྷ෱֥০೎ቋഅ֥০೎ඣ௜ഈശ;ն߄.5)ෛሢਬ൲ӮЧҵၳ֥ᄹն,ӮЧႪ൝ਬ൲ ֻ6௹ٓཬफ֩:Ӂ௖ބਬ൲അ௖இҵၳ่ࡱ༯֥౻֡ࡎ۬Ҧ੻ 21 അބӮЧਜ൝ਬ൲അ֥஻ؿࡎ۬न༯ࢆ,֌൞Ӯؓ౻֡ࡎ۬थҦ႕ཙ,ѩࡼᆃུҵၳၹ෍ਈ߄ູЧႪ൝ਬ൲അ֥஻ؿࡎ۬༯ࢆږ؇նႿӮЧਜ൝Ӂ௖ӮЧҵၳaӁ௖௖இҵၳaਬ൲അ௖இҵၳބਬ൲അ֥஻ؿࡎ۬༯ࢆږ؇;ᇅᄯഅ֥০೎ඣ௜ਬ൲ӮЧҵၳ,๝ൈࡼ౻֡ಃ০ࢲܒॉ੮ࣉট,൐҂؎ഈശ;ӮЧႪ൝ਬ൲അބӮЧਜ൝ਬ൲അԩ֤౻֡ᇏ֥ࡎ۬थҦ۷ࡆژކग़ܴൌ࡬.֌൞,Ч֥ਬ൲ࡎ۬न༯ࢆ,֌൞ӮЧႪ൝ਬ൲അ֥ਬ൲໓ᄝ࿊ᄴླ౰ݦඔൈ,ࡼ౻֡ᇏᇅᄯഅބਬ൲അࡎ۬༯ࢆږ؇նႿӮЧਜ൝ਬ൲അ֥ਬ൲ࡎ۬༯֥ܱ༢ࡌקູԼᆰᅞ੻ูսܱ༢,ھ࿹࣮ࡌഡླࢆږ؇;ӮЧႪ൝ਬ൲അ֥০೎ഈശ,طӮЧਜ൝ေᄝࣉ၂֥҄࿹࣮ᇏࣉྛྩᆞ.๝ൈ,ᄝࣉ၂҄࿹ਬ൲അ֥০೎༯ࢆ.࣮ᇏ,ླေҐႨׅ྘ྛြ֥ࡎ۬ඔऌؓھ౻֥֡Ч໓ԉٳॉ੮ਔᇅᄯഅބਬ൲അ֥ҵၳၹ෍ࡎ۬थҦ໙ีࣉྛൌᆣฐษ.ҕॉ໓ང:[1][J].ManagementScience,1985,31(4):435 460.[2][J].MarketingScience,1988,7(4):33 55.[3]IngeneCA,[J].MarketingScience,1995,14(4):360 377.[4]BandyopadhyayS,:Theoryandempiricalapplication[J].JournalofRetailingandConsumerServices,1999,6(2):79 89.[5][J].JournalofMarketingResearch,1994,31:202 213.[6][J].JournalofRetailing,1996,72(2):117 134.[7][J].MarketingScience,1991,10:271 296.[8]EunkyuL,:Implicationsforchannelpricingstrategy[J].MarketingScience,1997,16(3):185 207.[9]AnthomyJD,EstherGO,[J].JournalofMarketingResearch,2006,2:84 97.[10]ਗ਼ఃߩ,ᇫ֡৫.؟Ӂ௖ࣩᆚߌ࣢ᇏቋႪ܂ࠊथҦ[J].ܵ৘॓࿐࿐Б,2005,8(6):43 hu,iZhuDao 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&Logistics,NanjingUniversityofFinance&Economics,Nanjing210007,China;&Managemen,tShanghaiJiaotongUniversity,Shanghai200052,ChinaAbstract:Withthedevelopmentofretailerpower, ,andabstractsretailerdifferentiationintore ,,productdifferentia ,:channelpowerstructure;productbranddifferentiation;retailerbranddifferentiation;pricingstrategy