摘要
近年来,网络零售的发展在为零售业带来机遇与挑战的同时也改变了消费者的购买行为,经营模式成为零售商应对这些变化的关键因素。基于此,考虑由制造商、零售商和服务提供商组成的三级供应链,制造商和服务提供商分别决策产品质量和服务水平,研究了零售商的经营模式选择问题。分别考虑强势零售商和强势制造商两种情形,对比分销模式和平台模式下的均衡利润,给出了这两种情形下零售商最优经营模式选择条件,并分析了不同的经营模式选择对制造商和服务提供商的影响。最后,针对一些大型零售商在生产和服务领域的纵向整合考虑两个拓展,研究了零售商采取后向整合策略和前向整合策略下的最优经营模式选择。研究发现,第一,考虑强势零售商时,当佣金费率较小且服务成本系数较小(大)、佣金费率适中且服务成本系数较小、佣金费率较大且服务成本系数适中时,分销模式占优,其他情形下平台模式占优;第二,考虑强势制造商时,当服务成本系数适中时,分销模式占优,其他情形下平台模式占优;第三,零售商后向整合时分销模式与平台模式无差别,零售商前向整合时,若考虑强势零售商,在服务成本系数适中时分销模式占优,其他情况下平台模式占优,若考虑强势制造商,则分销模式占优。
As a bridge,retailers connect manufacturers and consumers by distributing the product.Generally,retailers have two different business models:the reseller model and platform model.In the reseller model,retailers purchase the products from the manufacturers(suppliers)and resell them to the consumers.In the platform model,the retailer can connect manufacturers and buyers directly through the Internet and share the revenue(by proportion fee)with the retailer.In recent years,the development of online retailing has brought challenges to the retail industry,and retailers change business models more frequently.Then,what kind of business model should the retailer choose?Retailers are in the middle of the supply chain,and the decision-making of upstream and downstream firms in the supply chain can influence the choice of business model.The manufacturer is located upstream of the retailer,responsible for product manufacturing,and determines the quality of the product.The service provider is located downstream of the retailer,responsible for product service and distribution,and determines service levels.Product quality and service level will demand to affect consumers'purchase decisions.When the demand is high,the revenue share of the retailer in the platform model is higher,and the platform model will dominate the reseller model.When the demand is lower,the retailer in the reseller model can obtain the full benefits and the pricing power of the products.The reseller model will dominate the platform model.Therefore,product quality and service level will become an essential factor affecting the choice of the retailer's business model by changing demand.Most related literature mainly focuses on the impact of network externalities,competition,cost,price,and other factors on the business model by considering the two-echelon supply chain.Our paper focuses on product quality,service levels,and proportion fee on the business model by considering the three-echelon supply chain.Consider a three-echelon supply chain,which consisting of a manufacturer,a retailer,and a service provider.The manufacturer determines the quality of the product,and the service provider decides the service level,research on the retailer's business model in two situations.By comparing the retailer's profit in the reseller model and platform model under different relative market power between retailer and manufacturer,and giving the retailer's optimal choice of business models,this paper analyzes the influence of different business models on the manufacturer and service provider.Finally,consider the two extensions that the retailer adopts a backward integration strategy and forward integration strategy.We find that,first,the reseller model will become dominant when the retailer has more relative market power if the proportion fee is lower,and the service cost factor is lower(higher),the proportion fee is moderate,and the service cost factor is lower,the proportion fee is higher,and the service cost factor is moderate.Otherwise,the platform model will become dominant.Second,when the manufacturer has more relative market power,if the service cost factor is moderate,the reseller model will be dominant.Otherwise,the platform model will be dominant.Third,when the retailer takes a backward integration strategy,the reseller model is no different from the platform model.At last,when the retailer takes a forward integration strategy,if the retailer has more relative market power,the reseller model will be dominant when the service cost factor is moderate.Otherwise,the platform model will be dominant;if the manufacturer has more relative market power,the reseller model will become dominant.
作者
李佩
魏航
王广永
谈丹
LI Pei;WEI Hang;WANG Guangyong;TAN Dan(School of Business Administration,Shanghai Lixin University of Accounting and Finance,Shanghai 201209,China;College of Business,Shanghai University of Finance&Economics,Shanghai 200433,China;Institute of Applied Economics,Shanghai Academy of Social Sciences,Shanghai,200020 China)
出处
《管理工程学报》
CSSCI
CSCD
北大核心
2020年第5期164-177,共14页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(71571114)
2018年“上海高校青年教师培养资助计划”资助。
关键词
零售商
经营模式
产品质量
服务水平
佣金费率
Retailer
Business models
Product quality
Service level
Commission rate
作者简介
李佩(1983-),女,湖南益阳人,上海立信会计金融学院讲师,研究方向:运营与供应链管理,电子商务。
