考虑消费者偏好的混合销售渠道决策模型  

Hybrid Sales Channel Decision Model Considering Consumer Preference

作　　者：倪晓 程海芳[1] 刘丛 NI Xiao;CHENG Haifang;LIU Cong(Huazhong University of Science and Technology,Wuhan,China;Henan University,Kaifeng,Henan,China)

机构地区：[1]华中科技大学管理学院,武汉市430074 [2]河南大学商学院

出　　处：《管理学报》2020年第10期1544-1553,共10页Chinese Journal of Management

基　　金：教育部人文社会科学研究基金资助青年项目(20YJC630080)。

摘　　要：考虑消费者对电商平台品牌价值和制造商产品质量的偏好,构建由一个平台商和一个入驻电商平台的制造商构成的混合销售渠道决策模型,通过理论证明和数值仿真,比较分析不同权利结构下制造商入驻电商平台的质量条件、入驻前后双方的决策结果,以及不同权利结构对入驻后双方决策结果的影响。研究表明:当产品质量成本系数小于入驻平台后分享的品牌价值时,制造商愿意接受平台商提出的入驻质量条件,且在平台商占主导和权力均衡两种情形下平台商提出的质量条件较高;制造商入驻平台后,双方产品的价格、需求和利润都会得到提升,其提升幅度与权力结构、产品质量影响系数和平台品牌价值有关。Considering the consumers preference for E-commerce platform brand value and manufacturer’s product quality,this study constructs a hybrid sales channel decision model whichconsists of a platform provider and a manufacturer who has entered in the platform.The theoretical proof and numerical simulations are used to compare and analyze the quality conditions for manufacturers to enter the platform under different power structures,the decision-making results of both parties before and after the manufacturer enters the platform,and the impact of different power structures on the decision-making results of both parties after entering the platform.The results show that the manufacturer is willing to accept the quality conditions proposed by the platform provider when the product quality cost coefficient is less than the shared brand value after entering the platform,and the quality conditions proposed by the platform provider are higher under the situation of the platform provider dominating and the power balance.The price,demand and profit of the products of both sides will be improved after the manufacturers enter into the platform,where the range of improvement is influenced by the power structure,product quality coefficient and platform brand value.

关 键 词：电商平台 渠道竞争 消费者偏好 权力结构 

分 类 号：C93[经济管理—管理学]