Research On The Product Pricing Model From The Perspective Of The Partnership In The Vertical Alliance

Vertical alliance is an alliance established between enterprises with relationship in the industrial chain,under the current intense market competition environment and diversified market demand pressure,vertical alliance is one of the most important ways for enterprises to obtain complementary resources and enhance their core competitiveness.The pricing of alliance products is a key problem faced by vertical alliance enterprises.This problem is not only related to the vital interests of the upstream and downstream enterprises,but also to the stable operation of the alliance,which is a basic bridge to communicate with all parties in the vertical alliance.But in vertical alliances,the relationship between partners is complex and changeable.Partners may have competition and cooperation at the same time,but also face conflicts of interest and speculation.Therefore,partnerships are likely to have an important impact on the alliance product price formulation,considering the partnership to carry out researches on the pricing problem of alliance products,coordinate and promote the stable development of relations between the coalition partners,and improve the operation efficiency of alliance has important theoretical value and practical significance.First,we summarize the main market relationships of enterprises,and compare and analyze the characteristics;forms and Pricing Behaviors of inter firm market transactions,horizontal strategic alliances and vertical alliances.On this basis,from the perspective of alliance partnership,the influencing factors of vertical alliance product pricing are summarized as three aspects:factor contribution degree,alliance contract structure and bargaining power.Furthermore,the formation mechanism of vertical enterprise alliance product pricing are analyzed in this paper,and using the method of game theory to build the product pricing model of alliance partnership based on cooperation,from the market structure and the bargaining power of the three aspects of the analysis of longitudinal partnership influence on pricing alliance product and pricing strategy.Finally,we use the system dynamics method to construct a partnership based alliance product pricing system flow chart and a system dynamics model,by doing so to simulate the price of the alliance product.Then the impact mechanism of alliance product pricing is investigated from the aspects of relationship closeness,technology contribution,resource sharing,upstream and downstream game capabilities,upstream and downstream business entry,downstream dependence,downstream channel advantage and downstream resource abundance.