基于电子商务平台的服务模式选择研究  

Choice of the Service Patterns Based on E-commerce Platform

作　　者：牟立峰[1] 王方媛 MU Li-feng,WANG Fang-yuan(SHU-UTS SILC Business School, Shanghai University, Shanghai 201800, Chin)

机构地区：[1]上海大学悉尼工商学院,上海201800

出　　处：《运筹与管理》2018年第7期184-192,共9页Operations Research and Management Science

基　　金：教育部人文社会科学研究青年基金项目(17YJC630106)

摘　　要：随着电子商务的迅猛发展,提供优质的服务已成为电商企业获取竞争优势的主要手段。本文重点探究了电商平台与零售商之间服务模式的策略性选择问题。本文通过建立理论模型,量化比较四个服务模式即A模式(零售商承担服务)、B模式(零售商将服务外包给第三方)、C模式(平台承担服务)和D模式(平台将服务外包给第三方)的特点得出最优决策。研究得到如下结论:在成本结构相同的情况下,C模式具有最高的服务水平和市场利润,而A模式和B模式能为顾客提供最低的市场价格。平台和供应商更倾向于自己来提供服务,分散的服务模式会降低服务水平,但当商家自身服务成本较高时,他们更愿意让另一方或较低服务成本的第三方作为服务提供方。另外,本文还发现在A模式和B模式下,平台收取的佣金比例随着需求对服务的敏感程度的增加而降低,而C模式和D模式则相反。With the rapid development of e-commerce, the ability to provide high-quality customer service has been proved critical for online retailers to gain competitive advantage. This article studies the selection strategies of service channel for e-commerce platforms and online retailers. A quantitative model is built to obtain the optimal solutions by analyzing four alternative service channels： online retailer providing service directly （channel A） , online retailer outsourcing service to a third party （channel B） , platform providing service directly （chan- nel C） and platform outsourcing service to a third party （channel D）. As is shown by the results, channel C achieves the highest service level and profit, while channel A and B offers customers the lowest price, which can lead to the following observations： The service level is reduced by decentralized service channel with the same service cost. Considering the service cost is different among these parties, e-commerce platforms and online re- tailers tend to provide services on their own to achieve maximum service level when the cost of service is relative- ly low but will outsource the service to a third party when the cost of service is relatively high. In addition, it is found that within channel A and B, the proportion of commission charged by the platform will decrease with the increase of sensitive coefficient of service towards to demand, but the result is reversed in channel C and D.

关 键 词：电子商务 服务模式选择 博弈论 定价策略 

分 类 号：C931[经济管理—管理学]