批发,代理还是混合?——与自营平台竞争的复合平台销售模式选择策略  

Wholesale,agency or hybrid?sales mode choices of hybrid platform in competition with self-run platform

作　　者：周驰[1,2] 王艺馨 于静 ZHOU Chi;WANG Yi-xin;YU Jing(School of Management,Tianjin University of Technology,Tianjin 300384,China;School of Business,Nankai University,Tianjin 300071,China)

机构地区：[1]天津理工大学管理学院,天津300384 [2]南开大学商学院,天津300071

出　　处：《山东大学学报（理学版）》2023年第1期89-100,共12页Journal of Shandong University(Natural Science)

基　　金：国家自然科学基金资助项目(71702129,72071092)。

摘　　要：针对在自营平台竞争条件下复合型电商平台(简称复合平台)与制造商合作的最优销售模式选择与策略问题,考虑复合平台可选择的批发、代理和混合3种销售模式,通过建立多渠道定价决策Stackelberg博弈模型,分析潜在市场规模、渠道弹性和单位佣金对E-供应链各方最优策略的影响,进而得到复合平台的最优销售模式。研究表明:潜在市场规模和渠道弹性的增加都有利于复合平台利润的提高,而只有适度的单位佣金才能使复合平台的利润最大。当渠道弹性较小时,若单位佣金适中,复合平台选择代理销售模式,若单位佣金太低或太高,则选择批发销售模式;当渠道弹性较大且单位佣金并非很低时,混合销售模式是复合平台的最优选择。此外,研究进一步探讨了复合平台与制造商在销售模式选择中实现双赢的条件。Aiming at the problem of the optimal sales model selection and strategy of cooperation between composite E-commerce platform and manufacturers under the condition of self-operated platform competition,three sales modes is wholesale,agency and hybrid are considered to establish Stackelberg game model of multi-channel pricing decision-making.Then analyzing the influence of potential market size,channel flexibility and unit commission on the optimal strategies of all parties in E-supply chain,and the optimal sales model of composite platform is obtained.The results show that an increase in the potential market scale and channel flexibility will increase the hybrid platform?s profit,and the hybrid platform should set a moderate unit commission to maximize the profit.When the channel flexibility is low,the hybrid platform should choose the agency sales mode if the unit commission is moderate.The hybrid platform should choose the wholesale sales mode if the unit commission is sufficiently low or high.When the channel flexibility is sufficiently high and the unit commission is not sufficiently low,the hybrid sales mode is the optimal choice for the hybrid platform.In addition,the paper further discusses win-win conditions for the hybrid platform and manufacturer in the sales mode choices.

关 键 词：E-供应链 复合平台 平台竞争 销售模式选择 STACKELBERG博弈 

分 类 号：F272[经济管理—企业管理]