平台与电子零售商的网购物流服务策略研究  

The optimal logistics service strategy choices between the platform and e-retailers

作　　者：刘天卓[1,2] 黄荣 杨锋[1,2] 王漫漫[1,2] Liu Tianzhuo;Huang Rong;Yang Feng;Wang Manman(School of Management,University of Science and Technology of China,Hefei 230026,China;International Institute of Finance,University of Science and Technology of China,Hefei 230601,China)

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026 [2]中国科学技术大学国际金融研究院,安徽合肥230601

出　　处：《中国科学技术大学学报》2021年第4期259-274,共16页JUSTC

基　　金：the National Natural Science Foundation of China(71991464/71991460,71631006 and 71921001).

摘　　要：在电子商务市场中,混合型电商平台已取得了较大成效.该平台不仅是一个电子零售商,还为平台上的其他电子零售商提供在线物流服务,而物流服务是电子商务中不可缺少的一个环节,对促进网上购物起着至关重要的作用.为此,分析了平台与电子零售商之间物流服务共享产生的影响,并研究了两种模型的最优策略选择.研究发现,当第三方物流提供商的物流服务水平与物流服务费用相协调,且两者处于中间区间时,平台与在线零售商可以达成物流服务共享协议,形成双赢的局面;当第三方物流服务商收取的物流服务费过低或第三方物流服务商提供的物流服务过高时,平台和电子零售商都将选择不共享物流的战略模式.除此之外,研究还发现,第三方物流提供商的物流服务水平的提高可以促进平台物流服务水平的提升.最后,通过数值分析对均衡模型进行了验证,并分析了主要参数对均衡模型的影响.本文的研究推动了平台运营策略研究的发展,并为企业物流服务战略选择提供了有效的管理启示.In the e-commerce market,the success of the hybrid online platform is well proven.The platform is not only an e-retailer but also provides online logistics services for other e-retailers in the platform.Logistics service is an indispensable link in e-commerce,and it also plays a vital role in promoting the online shopping.In our research,we analyze the impacts of logistics service sharing between the platform and the e-retailer and investigate the optimal strategy in two models.The study found that when the third-party logistics provider’s logistics service level coordinates with logistics service fees and both are in the middle range,the platform and the e-retailer can achieve a logistics service sharing agreement,forming a win-win scenario.When the logistics service fee charged by the third-party logistics provider is too low,or the third-party logistics provider’s logistics service is too high,both the platform and the e-retailer will choose the strategic mode of not sharing logistics service.Simultaneously,the third-party logistics provider’s logistics service level promotes the logistics service level of the platform.Finally,numerical analysis is carried out to verify the equilibrium model and analyze the impacts of the equilibrium model’s main parameters.Our study contributes to the growing body of research on the platform operation and provides management insights on firms’logistic service strategy choices.

关 键 词：电商平台 电子商务 物流服务 竞争合作 

分 类 号：F713.36[经济管理—产业经济]