低端市场中网络供应商的运作模式研究  

Operations strategy of e-suppliers in a low-end market

作　　者：李娟[1] 施雨晨 LI Juan;SHI Yu-chen(School of Management Science and Engineering,Nanjing University,Nanjing 210093,China)

机构地区：[1]南京大学工程管理学院,南京210093

出　　处：《管理科学学报》2018年第9期76-90,共15页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71471086;71271111)

摘　　要：以淘宝、天猫和京东等网络销售平台为研究背景,关注高支付意愿的消费者占比较小的低端市场为背景,研究得出:第一,能力不足的网络供应商选择生产低质量产品,相对于直销模式,供销平台模式中的双重加价,促使网络供应商降低产品的质量水平,以及分销商降低产品的零售价格;第二,若要提高网络供应商所生产产品的质量水平,相对于发展产品线模式,发展直销模式是较为有效的手段;若要提高网络供应商的收益,相对于发展直销模式,发展产品线模式是较为有效的手段;第三,随着把低质量产品误认为是高质量产品的消费者占比的增加,网络供应商的收益减少,高质量产品的质量水平保持不变,而低质量产品的质量水平提高.This paper analyzes the e-suppliers’decisions in low-end markets.Famous e-suppliers such as Taobao,T-mall and Jingdong are used as real cases in the paper.The following main conclusions are derived.Firstly,e-suppliers with little resource prefer to provide low-quality products,and the products’quality and price are lower in the decentralized supply chain than in the centralized supply chain due to double marginalization.Secondly,from the perspective of e-suppliers,both developing centralized supply chain and designing product lines can improve the quality of products and e-suppliers'profits.However,developing centralized supply chain can improve quality of products supplied more efficiently than designing product lines,while designing product lines can improve e-suppliers’profits more efficiently than developing centralized supply chains.Thirdly,with the increasing of consumers mistaking low quality products for high quality ones,the e-suppliers’profit goes down.Under these circumstances,the quality of the high quality products remains the same while the quality of low quality products supplied improves.

关 键 词：直销 供销平台 质量误判 低端市场 

分 类 号：F274[经济管理—企业管理]