考虑平台数据赋能的电商供应链成本分担策略选择研究  

Choice of Cost Sharing Strategy in E-commerce Supply Chain Considering Platform Digital Empowerment

作　　者：肖迪[1,2] 陈瑛 王佳燕 鲁其辉 XIAO Di;CHEN Ying;WANG Jia-yan;LU Qi-hui(School of Business Administration,Zhejiang Gongshang University,Hangzhou 310018,China;Research Center of Modern Business and Trade,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018 [2]浙江工商大学现代商贸研究中心,浙江杭州310018

出　　处：《中国管理科学》2021年第10期58-69,共12页Chinese Journal of Management Science

基　　金：浙江省社会科学规划项目(21NDJC079YB);浙江省自然科学基金资助项目(LY18G020002);国家自然科学基金资助项目(71672179)。

摘　　要：近年来,平台型电商企业纷纷开始凭借其在数智化领域的优势赋能供应链成员,这极大地影响了电商供应链成员的运营决策和收益。本文考察了由一个平台型电商企业和一个线上零售商构成的供应链系统中,在平台型电商企业数据赋能,且线上零售商同时进行数据运用投入的情境下,零售商会在何种条件下接受数据赋能,以及怎样的成本分担机制更有助于发挥数据赋能的作用,实现供应链成员的共赢。本文从报童模型出发,运用建模的方法进行探讨,研究表明,只有双方数据运用合作所增加的成本较低时,零售商才会选择接受数据赋能。本文还分析了分散决策、零售商分担平台型电商企业的数据赋能成本,以及平台型电商企业分担零售商的数据运用投入成本三种情境下的决策均衡,指出供应链成员的数据运用效率是影响成本分担策略选择的重要因素,平台型电商企业和零售商均倾向于分担数据运用效率高的一方的成本。In recent years,e-commerce platforms have begun to empower supply chain members by virtue of their advantages in the field of digital intelligence,which has greatly affected the operational decisions and benefits of e-commerce supply chain members.For example,Alibaba released a data analysis system in 2018 called"Intelligent Supply Chain Brain",using big data and algorithms to optimize supply chain decisions,and Nestle became the first brand to use this intelligent system.Nestle can check its order quantity,transportation time,inventory amount and turnover days through this system,and optimize its production,inventory and sales management based on this.After using this system,the inventory turnover of its Tmall official flagship store has dropped by 40%,and the efficiency of attracting new customers has increased by more than 98%.This phenomenon is reqarded as platform digital empowerment.According to the business practice and related literature description,platform digital empowerment is defined as the behavior that the platform relies on its massive operational data,with the help of emerging information technologies such as big data and cloud computing to gain insight into consumer characteristics and provide more accurate and intelligent data strategy support for supply chain partners.The platform digital empowerment helps to improve the supply chain partners’ability to apply data and improve their operational efficiency.The digital empowerment behavior of platform-based e-commerce enterprises is in the ascendant,but there are still many problems worthy of further discussion.First of all,not all retailers will accept the platform digital empowerment,so it is necessary to explore the conditions for retailers to accept it.In addition,platform digital empowerment will generate costs,and retailers will also generate costs in applying data.Therefore,what mechanism should be adopted to share the above costs is also in the exploratory stage in commercial practice.At present,platform-based e-commerce companies such

关 键 词：电商供应链 数据赋能 成本分担 策略选择 

分 类 号：F253[经济管理—国民经济]