基于广告位分配的网购平台对在线卖方质量诚信激励研究

doi:10.16381/j.cnki.issn1003-207x.2019.0503

摘要/Abstract

摘要： 本研究考虑了包括两个相互竞争的在线卖方和一个网购平台构成的网购供应链，假定在线买方对商品的需求受价格水平、质量诚信和广告宣传的影响，网购平台为两个在线卖方提供商品宣传的总广告位资源固定。基于上述假设，首先建立了三方博弈模型：网购平台为先行动者，两个在线卖方为后行动者，网购平台与在线卖方进行动态博弈，两个在线卖方进行静态博弈。然后通过模型分析得出：对于网购平台来说，最优的广告资源配置机制应使得广告位分配之比与在线卖方的需求增加效应之比正相关；在此前提下，该广告位分配机制有利于激励两个在线卖方增加各自的质量诚信投入；在广告位资源的总数固定的假设下，无论在线卖方是否预测到两者的竞争并不能提高各自广告位的分配比例，也无论网络广告的宣传效果有多大，该广告位分配机制均能激励两个在线卖方增加质量诚信投入。最后在数值仿真的基础上，以淘宝网购平台上的3C商品与化妆品的相关交易信息进行了实证分析，分析结果支持了博弈模型的分析结论。

关键词: 网购供应链；网购平台；在线卖方；质量诚信；广告位分配

Abstract: A significant growth of China’s online shopping marketis emergedin recent years. However, the quality of online shopping products is always criticized due to the virtual trading platform, the hidden identity of online merchants, the variety of transactions and lagging control technology though online shopping provides people more convenience. Multiple links in the online shopping supply chain are involved due to lack of quality integrity in online shopping, among them the online shopping platform, which plays the core component, and should bear the main responsibility for the quality management of online shopping products.Although merchants’ non-honest activities may be condoned by online shopping platforms, or collusion between platforms and merchants may be emerged.However,a credible online shopping market environment is needed which conduces the platform’s long-term benefits.Therefore,how online shopping platforms design corresponding mechanisms to motivate or restrict online sellers to increase quality integrity investment is studied, which is great practical significance.

Key words: online shopping supply chain; online shopping platform; online sellers; quality integrity; advertising space allocation

中图分类号:

F713.36

赵宏霞, 李豪, 王乐. 基于广告位分配的网购平台对在线卖方质量诚信激励研究[J]. 中国管理科学, 2022, 30(6): 188-199.

ZHAO Hong-xia, LI Hao, WANG Le. Study on the Quality Integrity Incentive of Online Platform to Online Seller Based on Advertising Space Allocation[J]. Chinese Journal of Management Science, 2022, 30(6): 188-199.

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