零售商双重目的销售与供应商入侵策略

doi:10.6040/j.issn.1671-9352.0.2022.483

摘要/Abstract

摘要：

在零售商采取双重目的销售情形下，探究供应商通过电商平台入侵市场与零售商双重目的销售的相互影响。研究表明，供应商总能通过零售商的双重目的销售获益，且供应商市场入侵策略由电商平台的佣金比例和零售商双重目的销售下的企业社会责任水平共同决定。当电商平台收取的佣金或零售商的企业社会责任水平较低时，供应商会通过电商平台入侵市场，此时零售商可以通过提升双重目的性抑制供应商的入侵；反之，供应商不入侵市场。当供应商入侵市场时，电商平台收取适当佣金会使供应商与零售商实现双赢结果，并且双重目的性越强的零售商越能从供应商入侵中受益。此外，供应商入侵能够在零售商双重目的销售的基础上进一步增加消费者剩余。

关键词: 供应商入侵, 双重目的, 电商平台, 代理销售

Abstract:

In the case of the retailer adopting dual-purpose selling, we explores the interaction between the supplier's encroachment through the e-commerce platform and the retailer's dual-purpose selling. The results show that the decision of supplier benefits from the retailer's dual-purpose, and the supplier's encroachment strategy depending on the e-commerce platform's commission rate and the corporate social responsibility level of the retailer. When the commission rate or the level of corporate social responsibility is low, the supplier encroaches on the market through the e-commerce platform, and the retailer can restrain the supplier's encroachment by enhancing its dual-purpose level. Otherwise, the supplier doesn't encroach on the market. When the supplier encroaches on the market, the e-commerce platform charging an appropriate commission rate enables the supplier and the retailer to achieve a win-win outcome, and the retailer with the higher dual-purpose level can benefit more from the supplier's encroachment. In addition, the supplier's encroachment can further enhance consumer surplus on the basis of the retailer's dual-purpose selling.

Key words: supplier encroachment, dual-purpose, e-commerce platform, agency selling

中图分类号:

F272

付玉敏,吴剑云. 零售商双重目的销售与供应商入侵策略[J]. 《山东大学学报(理学版)》, 2024, 59(11): 139-148.

Yumin FU,Jianyun WU. Retailer dual-purpose selling and supplier encroachment strategy[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2024, 59(11): 139-148.

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