您的位置：山东大学 -> 科技期刊社 -> 《山东大学学报（理学版）》

《山东大学学报(理学版)》 ›› 2023, Vol. 58 ›› Issue (1): 89-100.doi: 10.6040/j.issn.1671-9352.0.2021.144

• • 上一篇    

批发,代理还是混合?——与自营平台竞争的复合平台销售模式选择策略

周驰1,2,王艺馨1,于静1*   

  1. 1.天津理工大学管理学院, 天津 300384;2.南开大学商学院, 天津 300071
  • 发布日期:2023-02-12
  • 作者简介:周驰(1986— ),男,副教授,研究方向为平台经济与运营管理.E-mail: czhou@tju.edu.cn*通信作者简介:于静(1986— ),女,讲师,博士后,研究方向为供应链管理.E-mail: yujing@tjut.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(71702129,72071092)

Wholesale, agency or hybrid? sales mode choices of hybrid platform in competition with self-run platform

ZHOU Chi1,2, WANG Yi-xin1, YU Jing1*   

  1. 1.School of Management, Tianjin University of Technology, Tianjin 300384, China;
    2.School of Business, Nankai University, Tianjin 300071, China
  • Published:2023-02-12

PDF (PC)

159

摘要： 针对在自营平台竞争条件下复合型电商平台(简称复合平台)与制造商合作的最优销售模式选择与策略问题,考虑复合平台可选择的批发、代理和混合3种销售模式,通过建立多渠道定价决策Stackelberg博弈模型,分析潜在市场规模、渠道弹性和单位佣金对E-供应链各方最优策略的影响,进而得到复合平台的最优销售模式。研究表明:潜在市场规模和渠道弹性的增加都有利于复合平台利润的提高,而只有适度的单位佣金才能使复合平台的利润最大。当渠道弹性较小时,若单位佣金适中,复合平台选择代理销售模式,若单位佣金太低或太高,则选择批发销售模式;当渠道弹性较大且单位佣金并非很低时,混合销售模式是复合平台的最优选择。此外,研究进一步探讨了复合平台与制造商在销售模式选择中实现双赢的条件。

关键词: E-供应链, 复合平台, 平台竞争, 销售模式选择, Stackelberg博弈

Abstract: Aiming at the problem of the optimal sales model selection and strategy of cooperation between composite E-commerce platform and manufacturers under the condition of self-operated platform competition, three sales modes is wholesale, agency and hybrid are considered to establish Stackelberg game model of multi-channel pricing decision-making. Then analyzing the influence of potential market size, channel flexibility and unit commission on the optimal strategies of all parties in E- supply chain, and the optimal sales model of composite platform is obtained. The results show that an increase in the potential market scale and channel flexibility will increase the hybrid platforms profit, and the hybrid platform should set a moderate unit commission to maximize the profit. When the channel flexibility is low, the hybrid platform should choose the agency sales mode if the unit commission is moderate. The hybrid platform should choose the wholesale sales mode if the unit commission is sufficiently low or high. When the channel flexibility is sufficiently high and the unit commission is not sufficiently low, the hybrid sales mode is the optimal choice for the hybrid platform. In addition, the paper further discusses win-win conditions for the hybrid platform and manufacturer in the sales mode choices.

Key words: E-supply chain, hybrid platform, platforms competition, sales mode choice, stackelberg game

中图分类号: 

  • F272
[1] 张凯.第三方卖家视角下复合型电商平台商业模式研究[J]. 管理科学学报,2019,22(4):110-126. ZHANG Kai. Business models of hybrid E-commerce platforms:the number of third-party[J]. Journal of Management Sciences in China, 2019, 22(4):110-126.
[2] JIANG B, JERATH K, SRINIVASAN K, et al. Firm strategies in the “mid tail” of platform-based eetailing[J]. Marketing Science, 2011, 30(5):757-775.
[3] 吴正祥,李宝库.考虑零售商社会比较行为的双渠道供应链均衡策略[J]. 山东大学学报(理学版), 2019, 54(11):20-34. WU Zhengxiang, LI Baoku. Equilibrium strategies of dual-channel supply chain considering the retailers social comparison behavior[J]. Journal of Shandong University(Natural Science), 2019, 54(11):20-34.
[4] ZENNYO Y. Strategic contracting and hybrid use of agency and wholesale contracts in E-commerce platforms[J]. European Journal of Operational Research, 2020, 281(1):231-239.
[5] LIN X G, ZHOU Y W, XIE W, et al. Pricing and product-bundling strategies for E-commerce platforms with competition[J]. European Journal of Operational Research, 2020, 283(3):1026-1039.
[6] 陈倩,李严锋.分销合同下考虑附加定价的供应链优化问题[J]. 山东大学学报(理学版),2020,55(12):103-110. CHEN Qian, LI Yanfeng. Supply chain optimization considering add-on pricing under distribution contract[J]. Journal of Shandong University(Natural Science), 2020, 55(12):103-110.
[7] 焦琰,汪传旭,王元巍,等.建议零售价下利他偏好对双渠道供应链定价决策的影响[J]. 山东大学学报(理学版),2021,56(1):103-110. JIAO Yan, WANG Chuanxu, WANG Yuanwei, et al. Pricing decision of dual-channel supply chain considering altruistic preferences under reference price effect[J]. Journal of Shandong University(Natural Science), 2021, 56(1):103-110.
[8] HAGIU A, WRIGHT J. Marketplace or reseller[J]. Management Science, 2015, 61(1):184-203.
[9] KWARK Y, CHEN J Q, RAGHUNATHAN S. Platform or wholesale? A strategic tool for online retailers to benefit from third-party information[J]. MIS Quarterly, 2017, 41(3):763-785.
[10] TIAN L, VAKHARIA A J, TAN Y L, et al. Marketplace, reseller, or hybrid:strategic analysis of an emerging E-commerce model[J]. Production and Operations Management, 2018, 27(8):1595-1610.
[11] 赵菊,刘龙,王艳,等.基于电商平台的供应商竞争和模式选择研究[J]. 系统工程理论与实践,2019,39(8):2058-2069. ZHAO Ju, LIU Long, WANG Yan, et al. Research on competition and mode selection of suppliers based on e-commerce platform[J]. Systems Engineering-Theory & Practice, 2019, 39(8):2058-2069.
[12] 孙自来,王旭坪,阮俊虎,等.考虑直销成本和平台交易费的制造商销售模式选择[J]. 管理学报,2018,15(1):111-117. SUN Zilai, WANG Xuping, RUAN Junhu, et al. Sales modes selection for the manufacturer considering direct selling cost and platform transaction fee[J]. Chinese Journal of Management, 2018, 15(1):111-117.
[13] 田晨,卢静会,魏杰.基于电商平台的互补产品物流服务和销售模式选择研究[J]. 工业工程与管理,2021,26(2):188-195. TIAN Chen, LU Jinghui, WEI Jie. The logistics service and selling format strategy for complementary products based on online platform[J]. Industrial Engineering and Management, 2021, 26(2):188-195.
[14] ABHISHEK V, JERATH K, ZHANG Z J. Agency selling or reselling? channel structures in electronic retailing[J]. Management Science, 2016, 62(8):2259-2280.
[15] WEI J, LU J H, ZHAO J. Interactions of competing manufacturers leader-follower relationship and sales format on online platforms[J]. European Journal of Operational Research, 2020, 280(2):508-522.
[16] LI X J, AI X Z. A choice of selling format in the online marketplace with cross-sales supply chain:platform selling or traditional reselling? [J]. Electronic Commerce Research, 2021, 21(2):393-422.
[17] SHEN Y L, WILLEMS S P, DAI Y. Channel selection and contracting in the presence of a retail platform[J]. Production and Operations Management, 2019, 28(5):1173-1185.
[18] CHOI S C. Price competition in a channel structure with a common retailer[J]. Marketing Science, 1991, 10:271-296.
[19] 董志刚,徐庆,马骋.电子商务环境下双渠道供应链的制造商分销渠道选择[J]. 系统工程,2015,33(6):26-33. DONG Zhigang, XU Qing, MA Cheng. Manufacturerss selection of distribution channels in dual-channel supply chain based on electronic commerce[J]. Systems Engineering, 2015, 33(6):26-33.
[20] 王玉燕,于兆青.考虑网络平台服务、消费者需求差异的混合供应链决策[J]. 系统工程理论与实践, 2018, 38(6):1465-1478. WANG Yuyan, YU Zhaoqing. Decisions of hybrid supply chain considering internet platform service and differences in customer demand[J]. Systems Engineering: Theory & Practice, 2018, 38(6):1465-1478.
[21] 文悦,王勇,但斌,等.电商平台自营和制造商直销的多渠道竞争策略研究[J]. 中国管理科学,2019, 27(10):77-89. WEN Yue, WANG Yong, DAN Bin, et al. Research on multi-channel competition strategy considering introduction of self-operated channel by E-commerce platform and online direct channel by manufacturer[J]. Chinese Journal of Management Science, 2019, 27(10):77-89.
[1] 肖敏,余敏,何新华. 引入垂直电商的供应链渠道定价策略[J]. 《山东大学学报(理学版)》, 2019, 54(3): 110-118.
[2] 程茜,汪传旭,徐朗. 考虑利他偏好的低碳供应链决策[J]. 山东大学学报（理学版）, 2018, 53(5): 41-52.
[3] 张克勇1,吴燕1,侯世旺2. 零售商公平关切下闭环供应链定价策略研究[J]. J4, 2013, 48(05): 83-91.
[4] 陆媛媛, . 基于渠道不对称的多品牌代理零售商的应对策略研究[J]. J4, 2008, 43(8): 19-23 .
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
版权所有 © 2018 《山东大学学报(理学版)》编辑部　
地址: 山东省济南市山大南路27号山东大学中心校区（250100）　电话: +86-0531-88366917　E-mail: xblxb@sdu.edu.cn
本系统由北京玛格泰克科技发展有限公司设计开发