双渠道制造商成本信息不对称下电商平台最优服务契约设计

doi:10.16381/j.cnki.issn1003-207x.2019.1043

中国管理科学 ›› 2022, Vol. 30 ›› Issue (5): 248-262.doi: 10.16381/j.cnki.issn1003-207x.2019.1043

• 论文 • 上一篇

双渠道制造商成本信息不对称下电商平台最优服务契约设计

文悦¹, ², 王勇³

1.重庆工商大学管理科学与工程学院，重庆400067；2.重庆工商大学国家智能制造服务国际科技合作基地，重庆400067；3.重庆大学经济与工商管理学院，重庆400044

收稿日期:2019-07-16 修回日期:2020-01-21 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，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重大项目(15ZDB169)；中央高校基本科研业务费资助专项项目(2017CDJSK02PT09)

The Optimal Service Contract Design of E-commerce Platform under Dual-channel Manufacturer Cost Information Asymmetry

WEN Yue^1,2, WANG Yong³

1. School of Management Science and Engineering, Chongqing Technology and Business University, Chongqing 400067, China; 2. National Research Base of Intelligent Manufacturing Service, Chongqing Technology and Business University, Chongqing 400067, China;3. School of Economics and Business Administration, Chongqing University, Chongqing 400044, China

Received:2019-07-16 Revised:2020-01-21 Published:2022-06-01
Contact: 王勇 E-mail:wangyongkt@163.com

摘要/Abstract

摘要： 本文研究了面对通过电商平台进行交易的双渠道制造商时，电商平台的最优服务契约设计问题。契约设计过程中，电商平台面同时面临着双渠道制造商成本信息不对称的风险及契约类型的选择问题。因此，本文在“电商平-双渠道制造商”在线平台销售模式中，考虑双渠道制造商拥有私有成本信息，基于电商平台的两个典型的收入模式(广告模式和佣金模式)设计了两种服务契约(广告型和佣金型)，得出了信息对称与不对称下的最优契约参数。首先，在两种契约下，考察了双渠道制造商成本信息不对称对电商平台最优契约设计的影响。然后，在两种信息结构下，考察了契约类型对电商平台和制造商收益的影响。研究发现：双渠道制造商成本信息不对称的存在会使最优契约参数发生变化，且总是造成高成本双渠道制造商、电商平台和供应链整体绩效损失，而仅低成本双渠道制造商能够获得额外的信息租金。成本信息对称时，契约类型对双渠道制造商和电商平台的收益没有影响。但成本信息不对称时，高成本双渠道制造商收益在两种契约下绩效相同；对于低成本制造商和供应链整体而言，广告型契约下绩效始终较优;对于电商平台而言，佣金型契约下绩效始终较优;且优势程度均随市场中低成本制造商比例递增、随消费者对线上渠道的接受程度先减后增。

关键词: 电商平台；双渠道制造商；成本信息不对称；服务契约设计

Abstract: In recent years, e-commerce platform has achieved great success, which leads to increasing manufacturers opening network channel through the service of e-commerce platform to broaden their distribution channels. However, in the process of contract design, the e-commerce platform faces one possible risk: cost asymmetry; and he/she faces one problem: how to choose the type of contract. Therefore, in the online platform selling model consisting with an e-commerce platform and a dual-channel manufacturer, based on two typical revenue models of e-commerce platform (advertising model and brokerage model), two service contracts (advertising-type and brokerage-type) are designed.

Key words: e-commerce platform; dual-channel manufacturer; cost information asymmetry; service contract design

中图分类号:

F274

文悦, , 王勇. 双渠道制造商成本信息不对称下电商平台最优服务契约设计[J]. 中国管理科学, 2022, 30(5): 248-262.

WEN Yue, WANG Yong. The Optimal Service Contract Design of E-commerce Platform under Dual-channel Manufacturer Cost Information Asymmetry[J]. Chinese Journal of Management Science, 2022, 30(5): 248-262.

参考文献

［1］ Han Shuihua, FuYufang, Cao Bin, et al. Pricing and bargaining strategy of e-retail under hybrid operational patterns［J］. Annals of Operations Research, 2016:1-22.
［2］王滔, 颜波. 博弈视角下的在线渠道决策研究［J］. 管理科学学报, 2017, 20(6):64-77.Wang Tao, Yan Bo. Decision-making of online channel from the viewpoint of game theory［J］. Journal of Management Science in China,2017, 20(6):64-77.
［3］周建亨, 王琦. 基于产品体验性的双渠道供应链协调［J］. 系统工程学报, 2017, 32(1):66-77.Zhou Jianheng, Wang Qi. Dual-channel supply chain coordination under product experience［J］. Journal of Systems Engineering, 2017, 32(1):66-77.
［4］ Xu Xiaoyan, Ji Yanan, Bian Yiwen, et al. Service outsourcing under co-opetition and information asymmetry［J］. Journal of the Operational Research Society, 2017, 68(6):1-12.
［5］罗春林, 毛小兵, 田歆. 网络平台销售模式中的需求信息分享策略研究［J］. 中国管理科学, 2017, 25(8):149-157.Luo Chunlin, Mao Xiaobing, Tian Xin. Demand information sharing strategies in online platform selling mode［J］. Chinese Journal of Management Science, 2017, 25(8):149-157.
［6］ Chen Jianqing, Fan Ming, Li Mingzhi. Advertising versus brokerage model for online trading platforms［J］. Mis Quarterly, 2016, 40(3): 575-596.
［7］ akanyldrm M, Feng Qi,Gan Xianghua,et al. Contracting and coordination under asymmetric production cost information［J］. Production and Operations Management,2012,21(2): 345-360.
［8］ Li Xiang, Li Yongjian. Optimal service contract under cost information symmetry/asymmetry［J］. Journal of the Operational Research Society, 2016, 67(2):269-279.
［9］ Ha A Y. Supplier-buyer contracting: Asymmetric cost information and cutoff level policy for buyer participation［J］. Naval Research Logistics, 2015, 48(1):41-64.
［10］ Xiao Tiaojun, Shi Jing. Consumer returns reduction and information revelation mechanism for a supply chain［J］. Annals of Operations Research, 2016, 240(2):661-681.
［11］曹裕, 刘子豪. 无政府激励的绿色供应链管理的可行性分析［J］. 管理工程学报, 2017, 31(2):119-127.Cao Yu, Liu Zihao. A feasibility analysis for practicing green supply chain management without government policy incentives［J］. Journal of Industrial Engineering/Engineering Management, 2017, 31(2):119-127.
［12］田厚平, 刘长贤. 双重信息不对称下销售渠道双目标混合激励模型［J］. 管理科学学报, 2011, 14(3):34-47.Tian Houping, Liu Changxian. Bi-objective incentive model in distribution channel under the framework of dual information asymmetry［J］.Journal of Management Science in China, 2011, 14(3):34-47.
［13］ Mukhopadhyay, Samar K, Zhu Xiaowei, et al. Optimal contract design for mixed channels under information asymmetry［J］. Production & Operations Management,2010,17(6):641-650.
［14］ Cao Erbao, Ma Yujie, Wan Can, et al. Contracting with asymmetric cost information in a dual-channel supply chain［J］. Operations Research Letters, 2013, 41(4):410-414.
［15］金亮, 张旭梅, 李诗杨. 不对称信息下线下到线上O2O供应链佣金契约设计［J］. 管理学报, 2017, 14(6):908-915.Jin Liang, Zhang Xumei, Li Shiyang. Commission contract design in offline to online(O2O) supply chain under asymmetric information ［J］. Chinese Journal of Management, 2017, 14(6):908-915.
［16］ Li Qinghua, Li Bo, Chen Ping, et al. Dual-channel supply chain decisions under asymmetric information with a risk-averse retailer［J］. Annals of Operations Research, 2017, 257(1-2):423-447.
［17］ Kalnins A．Pricing Variation within dual-channel-distribution chains: The different implications of externalities and signaling for high and low-quality brands［J］.Management Science,2017, 63(1)： 139-152.
［18］ Chen Jingxian, Liang Liang, Yao Dongqing, et al. Price and quality decisions in dual-channel supply chains［J］. European Journal of Operational Research,2017,259(3)： 935-948.
［19］ Yan Ruiliang, Pei Zhi. Information asymmetry, pricing strategy and firm’s performance in the retailer- multi-channel manufacturer supply chain［J］. Journal of Business Research, 2011, 64(4):377-384.
［20］ Bakos Y, Katsamakas E. Design and ownership of two-sided networks: Implications for internet platforms［J］. Journal of Management Information Systems, 2008, 25(2):171-202.
［21］ Cao Kaiying, Xu Xiaoyan, Bian Yiwen, et al. Optimal trade-in strategy of business-to-consumer platform with dual-format retailing model［J］. Omega, 2018, 3(2):1-12.
［22］ Hagiu A. Merchant or two-sided platform?［J］. Review of Network Economics,2007,6(2):115-133.
［23］ Ryan Jennifer K, Daewon Sun, Zhao Xuying. Competition and coordination in online marketplaces［J］. Production & Operations Management， 2012,21(6):997-1014.
［24］ Mantin B,Krishnan H, Dhar T. The strategic role of third-party marketplaces in retailing［J］. Production & Operations Management,2014,23(11):1937-1949.
［25］ Chen Jianqing, Guo Zhiling. Online advertising, retailer platform openness, and long tail sellers［J］. Social Science Electronic Publishing,2015.
［26］孙自来, 王旭坪, 阮俊虎,等. 考虑直销成本和平台交易费的制造商销售模式选择［J］. 管理学报, 2018(1):111-117.Sun Zilai, Wang Xuping, Ruan Junhu,et al. Sale modes selection for the manufacturer considering direct selling cost and platform transaction fee［J］. Chinese Journal of Management, 2018(1):111-117.
［27］李晓静, 艾兴政, 唐小我. 电子商务环境下交叉竞争供应链的渠道策略研究［J］. 管理学报, 2017, 14(3):459-465.Li Xiaojing, Ai Xingzheng, Tang Xiaowo. Research on channel strategy of cross competition supply chain underthe environment of electronic commerce［J］. Chinese Journal of Management, 2017, 14(3):459-465.

[1]	王一雷，夏西强，张言. 碳交易政策下供应链碳减排与低碳宣传的微分对策研究[J]. 中国管理科学, 2022, 30(4): 155-166.
[2]	吉清凯, 方刚, 赵达. 有限产能直销优先策略下双渠道供应链的定价博弈模型[J]. 中国管理科学, 2022, 30(4): 184-193.
[3]	韩同银, 刘丽, 金浩. 考虑政府补贴和公平关切的双渠道绿色供应链决策研究[J]. 中国管理科学, 2022, 30(4): 194-204.
[4]	赵骅, 张晗, 李志国. 零售商信息禀赋优势下制造商电商直销渠道决策[J]. 中国管理科学, 2022, 30(3): 96-105.
[5]	刘名武, 刘亚琼, 付巧灵. 关税、权力结构与消费者偏好下的绿色供应链决策研究[J]. 中国管理科学, 2022, 30(3): 131-141.
[6]	唐跃武, 范体军, 程永伟. 基于不同保鲜方式的生鲜品定价订货决策[J]. 中国管理科学, 2022, 30(3): 189-198.
[7]	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.
[8]	万骁乐, 王欢欢, 杜元伟, 孟庆春. 考虑过度自信的交叉持股供应链决策研究[J]. 中国管理科学, 2022, 30(2): 191-203.
[9]	张川, 马慧敏. 竞争环境下主导电子零售商的销售模式选择和信息共享策略[J]. 中国管理科学, 2021, 29(12): 115-124.
[10]	李宗活, 杨文胜, 孙浩. 全渠道环境下制造商品牌和零售商自有品牌优惠券促销[J]. 中国管理科学, 2021, 29(12): 157-167.
[11]	潘小军. 基于消费者显著性偏好的双边平台转换成本和定价策略研究[J]. 中国管理科学, 2021, 29(11): 45-54.
[12]	李乃梁, 何伊, 李玉鹏, 张畅, 郭少英. 考虑质量水平的产品更新策略研究[J]. 中国管理科学, 2021, 29(11): 78-87.
[13]	梁喜, 梁伦海. 关税与成本变动下零售商主导的跨境双渠道供应链定价决策[J]. 中国管理科学, 2021, 29(11): 99-110.
[14]	华连连, 邓思捷, 王建国, 岳晓航. 考虑顾客效用和时变品质度的乳品供应链品质激励契约研究[J]. 中国管理科学, 2021, 29(11): 146-157.
[15]	徐建，段永瑞. 考虑消费者有限理性的体验式商品订购与库存配给策略[J]. 中国管理科学, 2021, 29(10): 140-150.

双渠道制造商成本信息不对称下电商平台最优服务契约设计

The Optimal Service Contract Design of E-commerce Platform under Dual-channel Manufacturer Cost Information Asymmetry

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 0