基于信誉的B2C平台开放和网络零售商进驻策略研究

doi:10.16381/j.cnki.issn1003-207x.2017.03.020

Abstract

Abstract: In recent years, the traditional retailers are moving towards the platform model and more and more retailers begin to take hybrid model. The development of hybrid model makes it necessary to have a hybrid platform with online marketplaces and physical stores need to decide whether to open platform, and online retailers also need to decide whether to entry the platform. Based on the reputation of retailer, a consumer utility function is built up, and the hybrid platform with online marketplaces and physical stores whether open platform and the online retailer whether entry the platform is considered in this paper. Through the analysis and comparison of equilibrium prices and profits of the two retailers, the conditions of hybrid platform with online marketplaces and physical stores open platform and online retailer entry the platform are given. Finally, a numerical study is conducted to analyze the relationships among the strategies of retailers, such as the cross-group network externalities of platform, the type of consumer, the reputation of retail and the cost of reputation. It is not only found that the reputation of retailer, the cross-group network externalities of platform and the cost of reputation are the most important factor to influence the choice of hybrid platform with online marketplaces and physical stores and online retailer, but also that the proportion of online consumers, the reputation of online retailer and the cost of reputation have a negative impact on profits of hybrid platform with online marketplaces and physical stores, and the cross-network externalities and the reputation of hybrid platform with online marketplaces and physical stores has a positive impact on its profits; in addition to the cross-group network externalities of platform have a positive impact on profit of online retailer, and the cost of reputation have a negative impact on profit of online retailer, other factors that affect the profit of online retailer are not monotonous, its profits will increase on first and then decrease.

Key words: reputation, B2C platform retailer, online retailer, open, entry

CLC Number:

F224

LI Pei, WEI Hang. The Strategies of B2C Platform Open and Online Retailers Entry Based on Reputation[J]. Chinese Journal of Management Science, 2017, 25(3): 172-180.

References

[1] Gefen D, Karahanna E, Straub D. Trust and TAM in online shopping:An integrated model[J]. Management Information Systems Quarterly, 2003, 27(1):51-90.

[2] 潘煜, 张星, 高丽. 网络零售中影响消费者购买意愿因素研究——基于信任与感知风险的分析[J]. 中国工业经济, 2010, (7):115-124.

[3] 张淑燕, 巴睿. B2C平台网络口碑营销中的伦理问题探析[J]. 新闻界, 2014, (19):61-68.

[4] 艾瑞咨询. 知名度高和信誉好是网民选择购物网站的主要原因[EB/OL].[2005-12-06].Http://ec.iresearch.cn/shopping/20050910/21280.shtml, 2005.

[5] Verhagen T, Dolen W.Online purchase intentions:A multi-channel store image perspective[J]. Information & Management, 2009, 46(02):77-82.

[6] Shy O, Wang Zhu. Why do payment card networks charge proportional fees?[J]. Amercian Economic Review, 2011, 101(4):1575-1590.

[7] Abhishek V, Jerath K, Zhang ZJ. Agency selling or reselling? channel structures in electronic retailing[J]. Management Science, 2016, 62(8):2259-2280.

[8] Hagiu A. Merchant or two-sided platform?[J]. Review of Network Economics, 2007, 6(2):115-133.

[9] Wu Chongqi, Mallik S. Cross sales in supply chains:An equilibrium analysis[J]. International Journal of Production Economics, 2010, 126(2):158-167.

[10] 陈云, 王浣尘, 沈惠璋. 互联网环境下双渠道零售商的定价策略研究[J]. 管理工程学报, 2008, 22(1):34-39.

[11] 张盼, 熊中楷, 郭年. 基于价格和服务竞争的零售商双渠道策略[J]. 工业工程, 2012, 15(6):57-62.

[12] Flavian C, Guinaliu M, Torres E. The influence of corporate image on consumer trust:A comparative analysis in traditional versus internet banking[J]. Internet Research, 2005, 15(4):447-470.

[13] Pennington R, Wilcox H, Grover V. The role of system trust in business-to-consumer transactions[J]. Journal of Management Information Systems, 2003, 20(3):197-226.

[14] Grewal D, Krishnan R, Baker J, et al. The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions[J]. Journal of Retailing, 1998, 74(3):331-352.

[15] Bellman S, Lohse G, Johnson E. Predictors of online buying behavior[J]. Communications of the ACM, 1999, 42(12):32-38.

[16] 贺曦鸣, 胡赛全, 易成, 等. 平台服务和物流服务对网络商家信心的影响[J]. 中国管理科学, 2015, 23(6):83-90.

[17] 申成然, 熊中楷, 晏伟. 网络比价行为下双渠道定价及协调策略研究[J]. 中国管理科学, 2014, 22(1):84-93.

[18] Bernstein F, Song Jingsheng, Zheng Xiaona. Free riding in a multi-Channel supply chain[J]. Naval Research Logistics, 2009, 56(8):745-765.

[19] Weitz B, Jap S. Relationship marketing and distribution channels[J]. Journal of the Academy of Marketing Science, 1995, 23(4):305 -320.

[20] Tirole J. The theory of industrial organization[M]. Boston:The MIT Press, 1988.

[21] Ryan J, Sun D, Zhao Xuying. Competition and coordination in online marketplaces[J]. Production and Operations Management, 2012, 21(6):997-1014.

[22] 刘汉进, 范小军, 陈宏民. 零售商价格领导权结构下的双渠道定价策略研究[J]. 中国管理科学, 2015, 23(6):91-98.

[23] 徐和, 顿彩霞, 邹旭霞. 基于异质性顾客群的零售商补货及反应性定价策略研究[J]. 中国管理科学, 2011, 19(5):115-121.

[24] Tsay A, Agrawal N. Channel conflict and coordination in the E-commerce age[J]. Production and Operations Management, 2004, 13(1):93-110.

[25] 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(S2):513-518.

The Strategies of B2C Platform Open and Online Retailers Entry Based on Reputation

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Metrics

Comments

Recommended 10

[1]	LI Rong-yao, LI Chao-zhu, HE Yi-xin. The Impact of Market Entry for Differentiation Competitive Manufacture with Consumer Loyalty [J]. Chinese Journal of Management Science, 2021, 29(3): 239-248.
[2]	GAO Dan, WANG Yi-bao, CHEN Jing-wen. Cooperative Advertising Models in Supply Chains with Online Platform [J]. Chinese Journal of Management Science, 2020, 28(9): 176-187.
[3]	ZHAO Xing, CUI Bai-sheng. The Spillover Effects of China's Monetary Policy on the United States——An Analysis based on the Two Countries' Open DSGE Model [J]. Chinese Journal of Management Science, 2020, 28(7): 77-88.
[4]	HU Chun-hua, ZHAO Hui, TONG Xiao-qin, REN Jian. Research on the Impact of Intelligent Recommendation System on Consumer Online Shopping [J]. Chinese Journal of Management Science, 2020, 28(6): 158-170.
[5]	LI Pei, WEI Hang, WANG Guang-yong, TAN Dan. Retailer's Platform Opening Strategy for Retailer with Store Brand [J]. Chinese Journal of Management Science, 2019, 27(3): 105-115.
[6]	YANG Ji-ping, SHI Chen-xiao, Daniel CHIEW, Judy QIU, Sirimon TREEPONGKARUNA. A Fund Ratings Approach Based on EU-E Decision Model and Its Application in China's Fund Ratings [J]. Chinese Journal of Management Science, 2019, 27(12): 1-10.
[7]	ZHAO Xiao-min, HU Shu-hui. Online Retailers' Return Freight Policy in the E-Commerce Context [J]. Chinese Journal of Management Science, 2019, 27(1): 53-62.
[8]	LING Ai-fan, MOYANG Zi-yan. The Open-ended funds “Pumping” Tests: The Empirical Evidences from Funds Sizes, Investment Style and Management Team [J]. Chinese Journal of Management Science, 2018, 26(9): 29-40.
[9]	ZHU Xue-hong, ZHANG Hong-wei, ZHONG Mei-rui, LIU Hai-bo. The Price-Volume Relation of Chinese Non-ferrous Metals Futures Market: Evidence from High Frequency Data [J]. Chinese Journal of Management Science, 2018, 26(6): 8-16.
[10]	ZHOU Zheng-long, MA Ben-jiang, HU Feng-ying. Auctions for Online Peer-to-Peer Lending under Stochastic Demand [J]. Chinese Journal of Management Science, 2018, 26(5): 21-30.
[11]	WU Yong, LI Qian, ZHU Wei-dong. Directors' and Officers' Liability can Enhance the Corporate Value? Based on the Perspective of Corporate Governance [J]. Chinese Journal of Management Science, 2018, 26(4): 188-196.
[12]	WAN Xiao-le, HAO Ting-ting, RONG Xiao-xia, MENG Qing-chun. Supply Chain Value Creation considering Open Innovation from the Perspective of Co-creation [J]. Chinese Journal of Management Science, 2017, 25(7): 57-66.
[13]	LI Jian, WANG Ya-jie, WU Jun, YANG Feng-mei. Research on Incentive Mechanism of Banks to Logistics Company in Inventory Financing Considering Reputation Effect [J]. Chinese Journal of Management Science, 2017, 25(7): 86-92.
[14]	JIANG Ji-hai, CAI Chun-hua. An Empirical Study on Relationship Between Internal Attributes of OpenBusiness Model and Value Creation [J]. Chinese Journal of Management Science, 2016, 24(5): 100-110.
[15]	LUO Rong-hua, LAN Wei, YANG Yun-hong. Interim Performance and Active Management of Mutual Fund: Theory and Evidence [J]. Chinese Journal of Management Science, 2015, 23(8): 158-167.