重大突发公共事件下的电商平台应对举措——论电商平台救助入驻企业的最优策略与救助效益  

E-commerce platform response to major public emergencies—Optimal strategies and benefits of e-commerce platform subsidies

作　　者：康俊卿[1] 曾燕[1] 陈夙雨 王勇 KANG Junqing;ZENG Yan;CHEN Suyu;WANG Yong(Lingnan College,Sun Yat-sen University,Guangzhou 510275,China;School of Management&Engineering,Nanjing University,Nanjing 210093,China;Institute of New Structural Economics,Peking University,Beijing 100871,China)

机构地区：[1]中山大学岭南学院,广州510275 [2]南京大学工程管理学院,南京210093 [3]北京大学新结构经济学研究院,北京100871

出　　处：《系统工程理论与实践》2022年第2期345-367,共23页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金创新研究群体项目(71721001);国家自然科学基金重大项目(71991474);国家自然科学基金面上项目(71771220);国家社科基金重点项目(20AJL017)。

摘　　要：电商平台在我国经济以及产业结构转型中扮演着重要的角色.本文基于电商平台运营以及危机救助的主要特征,从金融救助方案的角度,构建理论模型分析重大突发公共事件冲击下电商平台对旗下入驻企业的救助策略与救助效益,旨在阐述不同救助策略的差异及其相互作用.我们发现:1)若只考虑单一救助策略,当入驻企业受危机影响较大时,只有"输血"才能救助入驻企业,例如平台需向入驻企业提供贷款;反之当入驻企业受危机影响较小时,"不抽血"的救助策略将起到更好的救助效果,例如平台应减免或延后收取平台租金.2)若考虑组合救助策略,当平台资金充足时,平台收益和救助比例均随入驻企业受危机影响程度加深而上升;当平台面临资金约束时,平台收益和救助比例均随入驻企业受危机影响程度加深而下降.3)相较于银行等外部资金机构,平台是更高效的救助主体:考虑到平台与入驻企业呈共生关系,平台愿意牺牲部分短期贷款收益以换取入驻企业持续经营带来的佣金与租金等长期收入.本文提供了电商平台的救助策略和救助效益的评估分析框架,为理解共生特性如何驱动电商平台向入驻企业提供有效的金融救助提供了新视角和新见解.E-commerce platform plays an important role in Chinese economy and industrial structure transformation.Based on characterizations of operations and crisis subsideis of e-commerce platform,from the perspective of financial subsidies,we build a theoretical model to analyze the optimal strategies and benefits of e-commerce platform subsidies,in order to describe the differences and interactions among different platform subsidies.We find that:1) For single subsidy strategy,when the crisis is relatively serious,only the "blood transfusion" type strategy can help the retails,such as provision of loans;by contrast,when the crisis is relatively moderate,the "haemospasia" type strategy is more effective,such as exemotion or delay in collecting usage fees;2) For the mixed subsidy strategies,the benefit of platform and the scale of crisis subsidies increase(decrease) with the degree of the severity of crisis when the platform has no(has)capital constraints;3) Compraring to outside financial institutions such as banks,e-commerce platform is more efficient:Considering the symbiosis relationship,platform is willing to sacrifice short-term revenues in exchange for long-term income.Our study provides a framework to analyze strategies and benefits of e-commerce platform subsidies as well as a new perspective to understand how the e-commerce platform provide efficient financial subsidies due to the symbiosis relationship.

关 键 词：危机救助 电商平台 正外部性 最优策略 共生关系 

分 类 号：F830.59[经济管理—金融学] F224