考虑异质性消费者的零售平台经营模式研究  

Retail Platform Business Model Selection Considering Heterogeneous Consumers

作　　者：江玉庆 项立 刘帆 郑夏冰 Jiang Yuqing;Xiang Li;Liu Fan;Zheng Xiabing(School of Business,Changzhou University,Changzhou 213159;School of Management and Engineering,Nanjing University,Nanjing 210093;Alibaba Group,Hangzhou 311121;School of Management,University of Science and Technology of China,Hefei 230026)

机构地区：[1]常州大学商学院,常州213159 [2]南京大学工程管理学院,南京210093 [3]阿里巴巴集团,杭州311121 [4]中国科学技术大学管理学院,合肥230026

出　　处：《管理评论》2022年第6期192-202,共11页Management Review

基　　金：国家自然科学基金青年项目(71801124);南京大学研究生科研创新基金项目(2018CW07)。

摘　　要：随着互联网零售业的迅速发展,零售平台的“电子”属性与“商务”属性开始分离,零售平台的选择对品牌厂商日益重要。本研究基于消费者零售平台支付意愿的异质性,对比品牌厂商和零售商在自营平台、第三方开放平台和混合平台模式下的利润函数,分析不同平台订单履行成本、消费者对第三方开放平台偏好水平及零售平台佣金费率对品牌厂商经营模式的影响。研究表明:首先,消费者对第三方开放平台的偏好程度对消费者需求及品牌厂商平台模式选择有直接影响;其次,当品牌厂商经营产品属于较低佣金费率的类别时,第三方开放平台是品牌厂商的最优选择;最后,运用数值算例分析了不同平台订单履行成本对品牌厂商平台经营模式选择的影响,并对相关参数的灵敏度进行了分析。With the rapid development of the Internet retailing,the electronic attribute and the business attribute of the retail platform begin to separate.The choice of the retail platform model is increasingly important for brand manufacturers.Based on the heterogeneity of consumer platform preferences,this research compares the profit functions of the brand vendor and the retailer under self-run platform,marketplace platform and hybrid platform model.The main results of this paper are obtained through numerical case analysis.The conclusions show that consumers’preference for marketplace has a positive influence on marketplace platform demand and mode selection.Secondly,when brand manufacturers’products belong to the categories with lower commission ratio,the marketplace model is the best choice of the brand manufacturer.We utilize numerical examples to analyze the impact of platform order fulfillment costs on the choice of retail platform business model and examine the sensitivity of related parameters.

关 键 词：零售平台选择 异质性消费者 订单履行成本 

分 类 号：F724.2[经济管理—产业经济]