考虑平台引入自有品牌及生产方式的供应链成员销售模式选择

doi:10.16381/j.cnki.issn1003-207x.2022.1262

摘要/Abstract

摘要：

本文以一个制造商和一个零售平台组成的两级供应链为研究对象，构建了转售和代销两种模式下平台是否引入自有品牌产品，以及引入自有品牌产品后选择何种生产方式（平台自建工厂生产、链上/链外制造商代工生产）8种情境下链上成员的收益模型，求解出相应的最优解并探讨了制造商和平台销售模式、平台引入自有品牌及生产方式选择的均衡策略。研究发现：制造商和平台的销售模式选择存在较大冲突，然而，通过帕累托改进能实现链上成员销售模式的协调。平台引入自有品牌及生产方式决策与销售模式相关：在转售模式下，平台总是会引入自有品牌，并选择自建工厂或链外制造商代工生产；在代销模式下，当自有品牌产品质量较高且自建工厂成本适中或较高时，平台有不引入自有品牌或引入后通过链内制造商代工生产的动机。

关键词: 销售模式选择, 自有品牌产品, 生产方式, 均衡策略

Abstract:

With the development of e-commerce， the agency selling mode， which is different from the traditional reselling mode， has emerged and developed on the platform. Driven by the growth of online retail， platforms are beginning to introduce their store brand products. The sales mode within the supply chain will have an impact on the introduction decision of the platform. In addition， when the platform introduces the store brand， the decision on how the product is produced is an important issue for the platform. On this basis， the competitive factors between two different brand products are considered with different quality difference， and game theory is used to discuss the sales mode selection of the manufacturer and platform， the introduction of platform-owned store brand product and production decisions.In the rest of this paper， the profit models of supply chain members are constructed when the platform introduces store brand products and chooses three production modes （in-house production， outsourcing to the on/off chain manufacturer） under two sales modes （i.e.， reselling or agency selling）. Second， the corresponding optimal solutions are obtained and the platform’s store brand introduction decision is discussed. Finally， the sales mode decision of the manufacturer and the platform is explored， and on this basis， the sales mode equilibrium decision after Pareto improvement of the supply chain is obtained.The results show that， firstly， there is a conflict between the manufacturer and the platforms’ sales mode selection， but the Pareto improvement can achieve the coordination of the sales mode of the supply chain members. Secondly， the sales mode will affect the platform’s introduction decision. In the reselling mode， the platform always introduces its store brand. In the agency selling mode， for a high competition - medium/high value product， the platform has the motivation not to introduce store brand； otherwise， the introduction of private brands is the optimal strategy. Finally， the decision on how the platform’s store brand products is produced is related to the type of product and sales mode. For a product with low （high） value， the platform will always choose the in-house production （outsourcing to the off-chain manufacturer）. For a product with medium value， the platform chooses the in-house production （outsourcing to the off-chain manufacturer） in the reselling （agency selling） mode.

Key words: sales mode selection, store brand product, production mode, equilibrium strategy

中图分类号:

F274

张李浩,周世清,常陆雨. 考虑平台引入自有品牌及生产方式的供应链成员销售模式选择[J]. 中国管理科学, 2025, 33(11): 243-253.

Lihao Zhang,Shiqing Zhou,Luyu Chang. Sales Mode Selection of Supply Chain Members Considering the Introduction of Platform Private Brand and Production Modes[J]. Chinese Journal of Management Science, 2025, 33(11): 243-253.

图/表 5

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