线上平台产品竞争的渠道模式选择研究

doi:10.16381/j.cnki.issn1003-207x.2020.0678

中国管理科学 ›› 2023, Vol. 31 ›› Issue (2): 245-254.doi: 10.16381/j.cnki.issn1003-207x.2020.0678

线上平台产品竞争的渠道模式选择研究

张子健, 刘文静

重庆交通大学经济与管理学院，重庆400074

收稿日期:2020-04-15 修回日期:2020-09-01 出版日期:2023-02-20 发布日期:2023-02-28
通讯作者: 张子健(1976-)，男(汉)，湖北人，重庆交通大学经济与管理学院，教授，研究方向：供应链管理，Email：Zhangzijian@cqjtu.edu.cn. E-mail:Zhangzijian@cqjtu.edu.cn
基金资助:
国家社会科学基金资助项目(17BGL177)

Research on Channel Mode Selection of Online Platform Product Competition

ZHANG Zi-jian, LIU Wen-Jing

School of Economics and Management, Chongqing JiaoTong University, Chongqing 400074, China

Received:2020-04-15 Revised:2020-09-01 Online:2023-02-20 Published:2023-02-28
Contact: 张子健 E-mail:Zhangzijian@cqjtu.edu.cn

摘要/Abstract

摘要： 研究了两个供应商在同一平台进行销售时的渠道模式选择问题。考虑产品差异性，通过修正的Hotelling模型构建了产品竞争需求函数，并运用斯塔克伯格博弈和纳什博弈，分析了转售、混合和代理三种不同渠道模式下的均衡定价及利润，并在此基础上进行比较分析。研究结果表明，竞争产品差异越大，平台及供应商可实现的均衡利润越大。同时，平台与供应商形成何种渠道模式取决于代理费用比例的大小，当代理费用比例足够小时，平台倾向于代理而供应商倾向于转售；当代理费用比例足够大时，平台倾向于转售而供应商倾向于代理；当代理费用比例处于中间一定区间取值时，平台与供应商倾向于采取混合模式。

关键词: 线上平台；产品差异性；Hotelling模型；渠道模式

Abstract: With more and more enterprises carrying out online channel sales, the channel mode design of online platform has become particularly important. How to carry out product sales under different channel modes has become an issue that the operation of online platform must face.

Key words: online platform; product differentiation; Hotelling model; channel mode

中图分类号:

C939

张子健, 刘文静. 线上平台产品竞争的渠道模式选择研究[J]. 中国管理科学, 2023, 31(2): 245-254.

ZHANG Zi-jian, LIU Wen-Jing. Research on Channel Mode Selection of Online Platform Product Competition[J]. Chinese Journal of Management Science, 2023, 31(2): 245-254.

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线上平台产品竞争的渠道模式选择研究

Research on Channel Mode Selection of Online Platform Product Competition

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