考虑品牌溢出效应的平台供应链分销策略

doi:10.6040/j.issn.1671-9352.0.2023.491

摘要/Abstract

摘要：

本文通过构建包含一个外包供应商、一个品牌制造商以及一个电商平台的动态博弈模型，分别在代理和转售2种分销模式下，探讨品牌溢出和规模经济效应对供应链成员以及电商平台利润的影响，并进一步分析供应链成员以及电商平台对分销模式选择的偏好。结果表明：代理模式下初始成本较低，随着规模效应即学习能力的提高，供应商和平台能从溢出效应中获益；转售模式下供应商和平台存在溢出效应时的利润总是高于不存在溢出效应时的利润。此外，溢出效应总是会降低制造商利润，但在生产成本处于较高水平时代理模式会造成更大的损失。数值分析表明，供应商和平台在一定条件下能够达到共赢。

关键词: 平台供应链, 供应商入侵, 溢出效应, 规模经济, 平台分销模式

Abstract:

This paper constructs a dynamic game model that includes an outsourcing supplier, a brand manufacturer, and an e-commerce platform. It explores the impact of brand spillover and economies of scale on the profits of supply chain members and the e-commerce platform under the agency and resale distribution models. Furthermore, it analyzes the preferences of supply chain members and the e-commerce platform for distribution model selection. The research results show that under the agency model, initial costs are lower, and as economies of scale and learning ability increase, suppliers and platforms can benefit from spillover effects. Under the resale model, the profits of suppliers and platforms when there are spillover effects are always higher than when there are no spillover effects. In addition, spillover effects always harm the profits of manufacturers, but when production costs are at a higher level, the agency model causes greater losses. Numerical analysis shows that suppliers and platforms can achieve win-win outcomes under certain conditions.

Key words: platform supply chain, supplier encroachment, spillover effect, economies of scale, platform distribution mode

中图分类号:

F270

李玲,王云博,李雅婷. 考虑品牌溢出效应的平台供应链分销策略[J]. 《山东大学学报(理学版)》, 2024, 59(9): 9-17.

Ling LI,Yunbo WANG,Yating LI. Distribution strategy of platform supply chain with brand spillover effect[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2024, 59(9): 9-17.

图/表 5

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符号	定义
q_i	产品i的质量，i={H, L}
α	品牌溢出水平，α=0表示没有品牌溢出，α=1表示品牌完全溢出
r	代理模式下平台的佣金率(0 < r < 1)
C	供应商自主品牌产品单位生产成本
θ	生产单位制造商产品供应商的单位生产成本减少量，即供应商学习能力
v	消费价值，消费者对产品i的支付意愿
w	产品的批发价
w_S	转售模式下自主品牌产品的批发价
p_i	产品i的售价，i={H, L}
Q_i	产品i的市场需求，i={H, L}
$\pi_i$	供应链成员j的利润，j={M, S, P}

区域	利润比较
Ⅰ	$\pi_{\mathrm{S}}^{\mathrm{AB} }<\pi_{\mathrm{S}}^{\mathrm{AN} }, \pi_{\mathrm{p}}^{\mathrm{AB} }>\pi_{\mathrm{p}}^{\mathrm{AN} }$
Ⅱ	$\pi_{\mathrm{S}}^{\mathrm{AB} }<\pi_{\mathrm{S}}^{\mathrm{AN} }, \pi_{\mathrm{p}}^{\mathrm{AB} }<\pi_{\mathrm{p}}^{\mathrm{AN} }$
Ⅲ	$\pi_{\mathrm{s}}^{\mathrm{AB} }>\pi_{\mathrm{s}}^{\mathrm{AN} }, \pi_{\mathrm{p}}^{\mathrm{AB} }<\pi_{\mathrm{p}}^{\mathrm{AN} }$
Ⅳ	$\pi_{\mathrm{s}}^{\mathrm{AB} }>\pi_{\mathrm{s}}^{\mathrm{AN} }, \pi_{\mathrm{p}}^{\mathrm{AB} }>\pi_{\mathrm{p}}^{\mathrm{AN} }$

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