摘要
考虑既自营又向第三方开放的混合电商平台企业,如京东和亚马逊等,其供应商既可以选择在平台上开辟官方直营店(寄售模式)也可以将产品批发给电商平台企业(批发模式).本文研究了基于混合式电商平台的两供应商的模式选择和价格与服务竞争策略.首先,在四种可能的供应商策略组合模式下分别建立了电商平台主导的价格与服务动态博弈模型;然后,研究了两供应商策略组合的Nash均衡;接着,分析了市场因素对供应商均衡策略组合和平台模式选择的影响.研究发现:当供应商的服务效率相对较高,服务敏感度和服务竞争强度较大或价格敏感度和价格竞争强度较小时,均衡策略为两个供应商均选择寄售模式;这些市场因素适中时,一个供应商选择寄售模式而另一个供应商选择批发模式为均衡策略;否则,均衡策略为两个供应商均选择批发模式.最后,结合产品特征分析了向第三方开放对平台的影响,研究发现:只有在平台具有较大的服务效率优势且产品具有价格竞争强度较大而服务竞争强度较小的特征的时候,平台才适合完全自营,否则都应该向第三方部分开放或者完全开放.这些研究结果对电商企业决策产品的销售渠道和平台模式选择具有重要的指导价值.
Considering a hybrid-mode e-commerce platform that is self-operated and open to third parties,such as JD.com or Amazon.com,its suppliers can either choose to open official flagship store on the platform(consignment mode)or wholesale products to the e-commerce platform(wholesale mode).This paper studies the mode selection and price and service competition strategies of two suppliers based on the hybrid e-commerce platform.Firstly,we develop four Stackelberg game models,in which the platform acts as a leader,to study the price and service competition under four possible suppliers' strategy combinations;then,we research on the Nash equilibrium of the two-supplier strategy combination;next,we analyze the influence of market factors on suppliers' equilibrium strategy and the platform's mode selection.The results show that:When the supplier's service efficiency is relatively high,service elastic coefficient is high or price elastic coefficient is low,the equilibrium strategy is to select the consignment mode for both suppliers;when these market factors are appropriate,one supplier chooses the consignment mode while another supplier chooses the wholesale mode;otherwise,the equilibrium strategy is to select the wholesale mode for both suppliers.Finally,we analyze how product features influence the decision of the platform on opening to third parties,we find that only when the platform has a large service efficiency advantage and the product is characterized by intense price competitiveness and weak service competitiveness,the platform can benefit from self-operation,otherwise it's better partly or fully open to third parties.These results provide significant guidance for value for e-commerce companies on the decision-making of sales channels and platform modes.
作者
赵菊
刘龙
王艳
胡小建
李晓征
ZHAO Ju;LIU Long;WANG Yan;HU Xiaojian;LI Xiaozheng(School of Management,Hefei University of Technology,Hefei 230009,China;Key Laboratory of Process Optimization and Intelligent Decision-making,Ministry of Education,Hefei 230601,China)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2019年第8期2058-2069,共12页
Systems Engineering-Theory & Practice
基金
国家社会科学基金一般项目(18BGL265)~~
关键词
电商平台
价格竞争
服务竞争
平台模式
e-commerce platform
price competition
service competition
platform mode
作者简介
赵菊(1979-),女,汉,安徽怀远人,副教授,硕士生导师,研究方向:供应链管理;刘龙(1992-),男,汉,内蒙古巴彦淖尔人,研究生;王艳(1994-),女,汉,安徽黄山人,研究生;胡小建(1965-),男,汉,安徽安庆人,教授,博士生导师,研究方向:物流与供应链管理.
