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

Abstract

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

CLC Number:

F270

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.

Figures/Tables 5

Fig.1

Table 1

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Table 2

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References 25

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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	$\pi_{\mathrm{s}}^{\mathrm{AB} }>\pi_{\mathrm{s}}^{\mathrm{AN} }, \pi_{\mathrm{p}}^{\mathrm{AB} }>\pi_{\mathrm{p}}^{\mathrm{AN} }$

Distribution strategy of platform supply chain with brand spillover effect

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