质量保证策略是提高电子商务平台竞争优势的重要手段之一。本文在考虑供应商和电商企业双边质量保证努力以及商品质量对需求函数的影响基础上，分别建立了平台型、自营型和综合型三种不同类型电子商务运营模式下商品的质量保证策略选择的博弈模型，比较分析三种运营模式下电商与供应商的最优质量努力水平和商品的最优质量，发现在忽略消费者对商品质量的异质性要求情形下，综合型模式优于自营型和平台型两种模式，平台型模式下电商企业的最优质量努力水平低于自营型模式，供应商的最优质量努力水平高于自营型模式，当供应商质量努力影响需求函数的作用系数比电商企业作用系数达到相应的阈值倍数，平台型模式优于自营型模式，且平台型模式下商品的最优质量高于自营型模式。最后比较分析了三种运营模式内部存在竞争情形，得出供应商的质量努力的影响系数大于电商企业且供应商的单归属比例满足一定条件时，平台型模式优于综合型模式，综合型模式优于自营型模式，内部竞争有利于平台型模式的发展。
In the electronic commerce, consumers are more difficult to perceive the product quality and trust the quality of online goods compared with the traditional business mode. Quality assurance strategy has become one of the important means to win the trust of consumers and improve the competitive advantage of the electronic commerce platform. Relatively few researchers analyze the problem of quality assurance decision from the perspective of two-sided markets. So in this paper, the characteristics of three types of e-business platform modes, including platform mode, reseller mode and hybrid mode, are analyzed bilateral quality assurance efforts of supplier and electronic commerce enterprises as well as product quality impact on demand function are studied, and their quality assurance strategy game model is developed based on two-sided markets. Through comparing their results, it is showed that the hybrid mode is preferred both to reseller mode and platform mode, the optimal quality efforts of e-business enterprise under platform mode is lower than reseller modes, and the optimal quality efforts of supplies is higher than reseller modes. If suppliers' moral hazard is more important than e-commerce enterprises' moral hazard, the platform mode is better than the reseller mode, and the optimal quality under the platform mode is higher than reseller mode. Lastly, three operating modes are analyzed considering internal competitive. It is found that the platform mode is superior to the hybrid mode; the hybrid mode is superior to the reseller mode if single homing percentage of suppliers and quality efforts satisfies some conditions, and internal competition is conducive to the development of the platform mode. The conclusions of this paper offer a theoretical reference for the quality management decision of e-commerce enterprises.
[1] Ferguson M, Guide V R. Souza G C. Supply chain coordination for false failure returns[J]. Manufacturing & Service Operations Management, 2006,8(4):376-393.
[2] Choi T M, Li Duan, Yan Houmin, Mean-variance analysis of a single supplier and retailer supply chain under a return policy[J]. European Journal of Operational Research, 2008, 184(1):356-376.
[3] Su Xuanming. Consumer returns policies and supply chain performance[J]. Manufacturing & Service Operations Management, 2009, 11(4):595-612.
[4] Wu C C, Chou E Y, Huang C. Optimal price, warranty length and production rate for free replacement policy in the static demand market[J]. Omega, 2009, 37(11):29-39.
[5] 桂云苗,龚本刚,程幼明.不确定需求下考虑自由退货的供应链协调[J].计算机集成制造系统,2011,17(6):1287-1291.
[6] 刘云志,樊治平.考虑损失规避与质量水平的供应链协调契约模型[J].系统工程学报,2017,32(1):89-102.
[7] Priest G.A theory of consumer product warranty[J].Yale Law Journal, 1981,90(6):1297-1352.
[8] Hwang I, Radhakrishnan S, Su Lixin. Vendor Certification and appraisal:implications for supplier quality[J]. Management Science, 2006, 52(10):1472-1482.
[9] Yoo Ho. Product quality and return policy in a supply chain under risk aversion of a supplier[J]. International Journal of Production Economics, 2014,154(3):146-155.
[10] Ruiz-Benitez R, Muriel A. Consumer returns in a decentralized supply chain[J]. International Journal of Productions Economics,2014,147:573-592.
[11] Jung K M, Park M, Park D H. Cost optimization model following extended renewing two-phase warranty[J]. Computers & Industrial Engineering,2015,79:188-194.
[12] 王轩, 刘丽文. 考虑维修服务质量的产品质保联合决策[J].中国管理科学, 2016,24(2):47-55.
[13] Parker G G, Alstyne M W V. Two-sided network effects:A theory of information product design[J]. Management Science, 2005, 51(10):1494-1504.
[14] Weyl E G. A price theory of multi-sided platforms. American Economic Review, 2010,100(4):1642-1672.
[15] Hagiu A, Spulber D. First-party content and coordination in two-sided markets. Management Science[J], 2013,59(4):933-949.
[16] 马汉武,刘兴祥.B2C平台的价格结构及其收益的比较研究[J].中国管理科学,2013,21(11):513-518.
[17] Gabszewicz J J, Wauthy X Y. Vertical Product differentiation and two-sided markets. Economics Lettes[J]. 2014,123(1):58-61.
[18] 段文奇,柯玲芬.基于用户规模的双边平台适应性动态定价策略研究[J].中国管理科学, 2016,24(8):79-87.
[19] Casadesusmasanell R., Lianes G., Investment incentives in proprietary and open-source two-sided platforms[R]. working paper, Harvard Business School, 2013.9.6.
[20] 华中生.网络环境下的平台服务及其管理问题[J].管理科学学报,2013,16(12):1-12.
[21] Kima J H, Princeb J, Qiu C, Indirect network effects and the quality dimension:A look at the gaming industry[J]. International Journal of Industrial Organization, 2014,37(1):99-108.
[22] 罗金峰,李明志,李秦.电子商务平台中的卖家甄别机制[J].清华大学学报(自然科学版),2014,54(8):1087-1091,1097.
[23] 李存超. 电子商务平台服务质量对品牌资产的影响机理研究[D]. 济南:山东大学博士学位论文,2014.
[24] Miguel G M, Francisco M S. Quality choice and advertising regulation in broadcasting markets[J]. Journal of Economics, 2015, 114(2):107-126.
[25] Gui Yunmiao, Gong Bengang. Quality assurance competition strategy under B2C platform[J]. Discrete Dynamics in Nature and Society,2016.
[26] 李治文,金娥,熊强. 用户质量对平台定价策略的影响研究[J]. 软科学, 2017,31(3):115-119.
[27] Laffont J J, Tirole J A. Theory of incentives in procurement and relation[M]. Cambridge, MA:MIT Press, 1993.
[28] 石岿然,盛昭瀚,马胡杰. 双边不确定性条件下制造商质量投资与零售商销售努力决策[J]. 中国管理科学,2014,22(1):37-44.
