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中国管理科学

中国管理科学 ›› 2022, Vol. 30 ›› Issue (5): 167-179.doi: 10.16381/j.cnki.issn1003-207x.2019.1382

• 论文 • 上一篇    

考虑电商平台服务投资的平台渠道引入策略

段玉兰1,2, 王勇2,3   

  1. 1.浙江财经大学工商管理学院，浙江 杭州310018；2.重庆大学经济与工商管理学院，重庆400044； 3.现代物流重庆市重点实验室，重庆400044
  • 收稿日期:2019-09-14 修回日期:2019-11-12 发布日期:2022-06-01
  • 通讯作者: 王勇(1957—)，男(汉族)，四川内江人，重庆大学经济与工商管理学院，教授，博士，研究方向：物流与供应链管理、库存控制与定价决策，Email：wangyongkt@163.com. E-mail:wangyongkt@163.com
  • 基金资助:
    国家自然科学基金资助项目(71672015)；国家社会科学基金资助项目(15ZDB169)；重庆市研究生科研创新项目(CYB19026)

Strategic Introduction of the Marketplace Channel Considering E-commerce Platform Service Investment

DUAN Yu-lan1,2, WANG Yong2,3   

  1. 1. School of Business Administration,Zhejiang University of Finance and Economics,Hangzhou 310018, China;2. School of Economics and Business Administration, Chongqing University, Chongqing 400044, China;3. Chongqing Key Laboratory of Modern Logistics, Chongqing 400044, China
  • Received:2019-09-14 Revised:2019-11-12 Published:2022-06-01
  • Contact: 王勇 E-mail:wangyongkt@163.com

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摘要： 针对由单个制造商和单个电商平台组成的在线销售系统，构建了电商平台无服务投资下是否引入平台渠道、电商平台服务投资下是否引入平台渠道的四个决策模型，运用博弈论方法，探讨了电商平台服务投资决策对平台渠道引入决策的影响。发现：电商平台服务投资可促进平台渠道的引入，且促进效应随着消费者对服务敏感程度的增加而增加；只有当平台渠道的佣金费率处于中等范围且平台渠道的销售成本较小时，在线销售系统中才有可能引入平台渠道；电商平台服务投资是一种占优策略，且可实现帕累托改进。最后，研究表明制造商使用两部定价策略可以促使电商平台提供使系统收益最大化的服务水平，进一步实现双赢。

关键词: 平台渠道引入；电商平台；服务投资；博弈论；两部定价

Abstract: There are two main sales channels for the e-commerce platform: (1) reseller channel, the manufacturer wholesales products to the e-commerce platform, the ownership of the products belongs to the e-commerce platform;(2) marketplace channel, the manufacturer opens a flagship store or a specialty store on the e-commerce platform to directly sell to the consumer, pays a certain commission fee to the e-commerce platform according to the product category, and the ownership of the product belongs to the manufacturer. In recent years, some e-commerce platforms (such as JD.com, Amazon, etc.) that initially only have reseller channel have introduced the marketplace channel. After the introduction of the marketplace channel, channels on the e-commerce platform are highly competitive. Since the e-commerce platform has ownership of reseller channel products, therefore, most e-commerce platforms increase the competitiveness of reseller channel through service investment.

Key words: marketplace channel introduction; e-commerce platform; service investment; game theory; two-part tariff

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