考虑电商平台信息共享的平台渠道引入策略  

Marketplace Channel Introducing with E-commerce Platform Information Sharing

作　　者：段玉兰 王勇[1,2] 石国强[1,2] DUAN Yu-lan;WANG Yong;SHI Guo-qiang(School of Economics and Business Administration, Chongqing University, Chongqing 400044, China;Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing 400044, China)

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学现代物流重点实验室,重庆400044

出　　处：《预测》2021年第1期75-83,共9页Forecasting

基　　金：国家自然科学基金资助项目(71672015);国家社会科学基金资助项目(15ZDB169);重庆市研究生科研创新项目(CYB19026)。

摘　　要：本文构建了由一个制造商和一个拥有私有市场需求信息的电商平台组成的在线销售系统,制造商批发商品给电商平台,同时也可引入平台渠道直接向消费者销售,考虑渠道间的替代率、平台渠道的佣金费率和销售成本对电商平台信息共享决策和制造商平台渠道引入决策交互关系的影响。研究发现:若平台渠道的销售成本处于中等范围、佣金费率较高且渠道间的替代率较小,或平台渠道的销售成本处于中等范围、佣金费率和平台拥有的信息价值较小,电商平台自愿信息共享以诱导制造商引入平台渠道,其余条件下,电商平台信息共享的决策不影响制造商平台渠道的引入决策,其中若平台渠道的销售成本很小且佣金费率处于中等范围,制造商能引入平台渠道,否则,不能引入。This research establishes an online sales system composed of a manufacturer and an e-commerce platform with private demand information,the manufacturer wholesales products to the e-commerce platform,and can also introduce the marketplace channel to sell directly to consumers.Considering the impact of the commission rate,the channel substitution rate and the sales cost of the marketplace channel on the interactive relationship between the manufacturer and the e-commerce platform.The research shows that:when the sales cost of the marketplace channel is in the middle range,the commission rate is high and the channel substitution rate is small,or the sales cost of the marketplace channel is in the middle range,the commission rate is low and the information value owned by the platform is small,the platform voluntarily shares information to induce the manufacturer to introduce the marketplace channel,when there are deviations from these conditions,the decision to share information on the e-commerce platform does not affect the introduction decision of the marketplace channel,in particular,if the sales cost of the marketplace channel is small and the commission rate is in the middle range,the marketplace channel will be introduced,otherwise,the marketplace channel will not be introduced.

关 键 词：平台渠道引入 信息共享 电商平台 渠道竞争 

分 类 号：F274[经济管理—企业管理]