电商平台物流策略与零售商需求预测信息共享策略的博弈分析  

Game analysis between logistics strategy of e-commerce platform and forecast information sharing strategy of retailer

作　　者：文悦 王勇[3] WEN Yue;WANG Yong(Collaborative Innovation Center for Chongqing’s Modern Trade Logistics and Supply Chain,Chongqing Technology and Business University,Chongqing 400067,China;School of Management Science and Engineering,Chongqing Technology and Business University,Chongqing 400067,China;School of Economics and Business Administration,Chongqing University,Chongqing 400030,China)

机构地区：[1]重庆工商大学现代商贸物流与供应链协同创新中心,重庆400067 [2]重庆工商大学管理科学与工程学院,重庆400067 [3]重庆大学经济与工商管理学院,重庆400030

出　　处：《系统工程理论与实践》2023年第1期151-168,共18页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(71672015,71571170);国家社会科学基金(21BGL060);重庆市社科规划项目(2021BS061)。

摘　　要：本文研究了电商平台销售模式中电商平台物流策略和零售商需求预测信息共享策略的博弈关系.针对电商平台和零售商组成的销售系统,考虑零售商拥有私有需求预测信息、电商平台拥有物流模式(零售商自营、平台自营和第三方物流模式)决策权,建立了3种物流模式下的信息共享优化模型,探讨了电商平台物流策略和零售商需求信息共享策略的不完全信息静态博弈及其贝叶斯纳什均衡解.研究发现:物流成本系数较高时,纯战略纳什均衡为电商平台选择零售商自营物流模式,零售商选择隐瞒需求预测信息;物流成本系数较低时,纯战略纳什均衡为电商平台选择电商平台自营物流模式,零售商选择共享需求预测信息.This research studies the game relationship between platform’s logistics strategy and retailer’s demand forecast information sharing strategy in e-commerce platform selling mode. In the e-commerce platform selling system, which is consisted of a retailer and an e-commerce platform. The retailer owns the private demand forecast information and the e-commerce platform could determine logistics mode(the retailer operating, e-platform operating and third party operating logistics modes), are assumed. The information sharing models under three logistics modes are built. The incomplete information static game and Bayesian Nash equilibrium solution of e-commerce platform logistics strategy and retailer demand information sharing strategy are studied. The results show that, when the logistics cost coefficient is high, the pure strategic Nash equilibrium is e-commerce platform chooses the retailer operating logistics mode, and retailer conceals demand forecast information;when the logistics cost coefficient is low, the pure strategic Nash equilibrium is e-commerce platform chooses e-commerce platform operating logistics mode, and retailer shares demand forecast information.

关 键 词：电商平台 物流模式 需求预测信息 信息共享 

分 类 号：F272.3[经济管理—企业管理]