O2O模式中考虑附加服务和平台营销努力的供应链合作策略研究

doi:10.16381/j.cnki.issn1003-207x.2019.0761

中国管理科学 ›› 2022, Vol. 30 ›› Issue (2): 181-190.doi: 10.16381/j.cnki.issn1003-207x.2019.0761

O2O模式中考虑附加服务和平台营销努力的供应链合作策略研究

张旭梅^1,2, 郑雁文^1,2, 李梦丽^1,2, 田宇^1,2

1.重庆大学经济与工商管理学院,重庆400044；2.重庆大学现代物流重庆市重点实验室,重庆400044

收稿日期:2019-05-27 修回日期:2019-10-31 出版日期:2022-02-20 发布日期:2022-02-20
通讯作者: February,2022 E-mail:zhangxumei@cqu.edu.cn
基金资助:
张旭梅

Cooperation Strategy for Supply Chain Considering Add-on Service and Platform’s Marketing Effort in O2O Model

ZHANG Xu-mei^1,2, ZHENG Yan-wen^1,2, LI Meng-li^1,2, TIAN Yu^1,2

1. School of Economics and Business Administration, Chongqing University, Chongqing 400044, China;2. Chongqing Key Laboratory of Logistics at Chongqing University, Chongqing 400044, China

Received:2019-05-27 Revised:2019-10-31 Online:2022-02-20 Published:2022-02-20
Contact: 张旭梅(1966-)，女(汉族)，四川仁寿人，重庆大学经济与工商管理学院，教授，博士生导师，博士，研究方向：供应链管理，Email：zhangxumei@cqu.edu.cn. E-mail:zhangxumei@cqu.edu.cn
Supported by:
国家自然科学基金资助项目(71572020，72072016)；中央高校基本科研业务费资助项目(2017CDJSK02PT08)

摘要/Abstract

摘要： 针对由一个线下服务商与一个线上平台组成的O2O供应链，线下服务商通过线上平台销售基本服务且通过自身实体店销售附加服务，考虑线上平台营销努力对需求的影响，构建批发模式与代理模式下的博弈模型，并对比分析不同合作模式下供应链成员的最优决策，研究了线下服务商的最优合作策略。研究表明，线下服务商的最优合作策略选择受到多种因素的联合影响，当佣金比例较高且附加服务购买比例较低时，或当佣金比例与附加服务购买比例都较高但营销努力效应较小时，线下服务商才会选择批发模式；反之，线下服务商会选择代理模式，此时附加服务会抑制线上平台提供营销努力的积极性，且线下服务商从附加服务获得的利润可能超过从基本服务获得的利润。

关键词: O2O供应链；附加服务；营销努力；批发模式；代理模式

Abstract: As online-to-offline (O2O) commerce becomes one of the main shopping ways for consumers, increasing offline service providers begin to sell service through online platform to attract consumers to purchase the service online and consume offline. In the cooperation between offline service providers and online platform, online platform often exerts marketing effort to spur demand. Meanwhile, offline service providers often provide add-on service as well as basic service to satisfy consumers’ heterogeneous demands. However, the existence of add-on service makes the cooperation problem between offline service providers and online platform more difficult.

Key words: O2O supply chain; add-on service; marketing effort; wholesale mode; agency mode

中图分类号:

C931
F274

张旭梅, 郑雁文, 李梦丽, 田宇. O2O模式中考虑附加服务和平台营销努力的供应链合作策略研究[J]. 中国管理科学, 2022, 30(2): 181-190.

ZHANG Xu-mei, ZHENG Yan-wen, LI Meng-li, TIAN Yu. Cooperation Strategy for Supply Chain Considering Add-on Service and Platform’s Marketing Effort in O2O Model[J]. Chinese Journal of Management Science, 2022, 30(2): 181-190.

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O2O模式中考虑附加服务和平台营销努力的供应链合作策略研究

Cooperation Strategy for Supply Chain Considering Add-on Service and Platform’s Marketing Effort in O2O Model

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