G2TT
来源类型Discussion paper
规范类型论文
来源IDDP10857
DP10857 Competitive pricing strategies in social networks
Yves Zenou; Ying-Ju Chen; Junjie Zhou
发表日期2015-10-04
出版年2015
语种英语
摘要We study pricing strategies of competing firms who sell heterogeneous products to a group of customers in a social network. Goods are substitutes and each customer gains network externalities from her neighbors who consume the same products. We show that there is a unique subgame-perfect equilibrium where, first, firms choose the prices of each good for each consumer, and, then, individuals decide their consumption of the goods. We also fully characterize the equilibrium prices for any network structure, and relate these equilibrium outcomes to the familiar Katz-Bonacich network centrality measures. Contrary to the monopoly case, the equilibrium price of a customer not only depends on her own characteristics but also on others' characteristics. We show that firms price discriminate and charge lower prices to more central consumers. This means that more central consumers obtain a larger discount because of their impact in terms of consumption on their neighbors. We also show that the firms' equilibrium profits can decrease when either the network becomes denser or network effects are higher.
主题Industrial Organization
关键词Competition Differentiated products Pricing Social Networks
URLhttps://cepr.org/publications/dp10857
来源智库Centre for Economic Policy Research (United Kingdom)
资源类型智库出版物
条目标识符http://119.78.100.153/handle/2XGU8XDN/539687
推荐引用方式
GB/T 7714
Yves Zenou,Ying-Ju Chen,Junjie Zhou. DP10857 Competitive pricing strategies in social networks. 2015.
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