价格与质量双重竞争下电商平台渠道模式决策研究  

Decision-making Analysis of Channel Mode of E-commercePlatform with Price and Quality Competition

作　　者：后锐[1] 程飞霞 林晓刚 HOU Rui;CHENG Fei-xia;LIN Xiao-gang(School of Management,Guangdong University of Technology,Guangzhou 510520,China)

机构地区：[1]广东工业大学管理学院,广东广州510520

出　　处：《运筹与管理》2022年第11期91-98,共8页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(72072041,72001048,71571052);广东省哲学社会规划青年项目(GD19YGL05)。

摘　　要：近年来传统电商正加速从经销商转变为连接消费者与供应商的在线市场中间商,电商平台与供应商形成三种渠道结构:经销商模式、混合模式和在线市场模式。本文通过构建Stackelberg博弈模型讨论产品质量与价格双重竞争情境下电商平台与供应商销售合作模式最新选择问题。研究表明,当价格竞争强度适中而佣金比例较大时,混合模式是电商平台最优选择,此时产品质量差异最大;当价格竞争强度较小而佣金比例较大时,在线市场模式则是最优选择;在其他条件下,经销商模式是其最优选择。本文结论对电商平台与供应商合作模式选择、产品质量与定价决策具有参考价值。Recently,traditional online retailers are accelerating their transformation from retailers to online marketplace connecting consumers and suppliers.Platform and suppliers have formed three kinds of channel structures:reselling mode,hybrid mode and online marketplace mode.We develop a Stackelberg game model to investigate the optimal cooperation model selection between platform and suppliers under dual competition on product quality and price.We show that when the intensity of price competition is moderate and the agency commission ratio is large,the hybrid mode is the platform’s best choice,while the quality difference between two products is the biggest.When the intensity of price competition is small and the agency commission ratio is large,the marketplace mode is the platform’s best choice.In other conditions,the reselling model is the best choice.The conclusions of this paper have importantreference value for the choice of cooperation mode between platform and suppliers,as well as their product quality and pricing decision-making in practice.

关 键 词：价格与质量竞争 电商平台 渠道模式 供应链管理 

分 类 号：F224.3[经济管理—国民经济]