物流配送与安装服务组合下家居电子零售商的交付模式选择  

Delivery mode selection of home furnishing e-retailer based on a combination of logistics delivery and installation service

作　　者：陈雅良 王漫漫 Yaliang Chen;Manman Wang(International Institute of Finance,School of Management,University of Science and Technology of China,Hefei 230026,China)

机构地区：[1]中国科学技术大学管理学院国际金融研究院,安徽合肥230026

出　　处：《中国科学技术大学学报》2023年第1期44-55,I0009,共13页JUSTC

基　　金：supported by the National Natural Science Foundation of China (71991464/71991460, 71921001);the Fundamental Research Funds for the Central Universities (WK2040000027)。

摘　　要：随着在线家居产品的需求的增加,产品交付服务,尤其是安装服务,越来越被视为家居电商成功的瓶颈和关键因素。由于物流配送与安装服务可能分离或同步,消费者对交付模式的组合偏好也不同。对在线家居电商而言,自建或外包安装服务非常重要。我们研究了由家居电子零售商、第三方安装服务商和第三方物流服务商组成的家居供应链中家居电子零售商的最优交付模式选择。具体来说,我们探讨了三种模式:家居电子零售商承担安装服务模式(自建模式)、第三方安装服务商承担安装服务模式(外包安装服务商模式)和第三方物流服务商承担安装服务模式(物流商送装一体化模式)。结果表明,自建模式下的安装服务水平并不总是最高的,而送装一体化模式下的安装服务水平在安装服务的成本绩效相对低时最高。此外,最优的交付模式选择取决于安装服务的成本绩效。当安装服务的成本绩效较低时,家居电商与第三方物流服务商在送装一体化模式下达到“双赢”。当安装服务的成本绩效相对较高且固定自建成本较低时,家居电商与第三方物流服务商在自建模式下达到“双赢”。有趣的是,我们发现与外包物流下的送装一体化模式相比,如果固定自建成本过高,自建物流下的送装一体化模式对于家居电商而言并不是更好的选择。我们的研究有助于丰富产品交付模式领域的文献,并为大型产品在线零售商实施交付策略提供了指导。With the increasing demand for online home-furnishing products,product delivery services,especially installation services,have become increasingly regarded as bottlenecks and key factors for success.Meanwhile,customers have different preferences for a combination of delivery modes because of separated or synchronized logistics delivery from installation services.It is essential for online home-furnishing e-retailers to self-build or outsource installation services.This study investigates the optimal delivery mode selection of home-furnishing e-retailers in a home-furnishing supply chain consisting of a home-furnishing e-retailer,a third-party installation service provider(ISP),and a third-party logistics service provider(LSP).Specifically,we explore three alternative modes:(ⅰ)The home-furnishing e-retailer undertakes the installation service(Mode E);(ⅱ)the ISP undertakes the installation service(Mode I);(ⅲ)the LSP undertakes the installation service(Mode L).The results reveal that the self-build mode does not always generate the highest installation service level,and the integrated delivery mode may generate the highest installation service level when the cost performance of the installation service is relatively low.Moreover,optimal delivery mode selection depends on the installation service’s cost performance.When the installation service’s cost performance is relatively low,the e-retailer and the LSP reach a“win-win”situation from the integrated delivery mode.When the installation service’s cost performance is relatively high and the self-build fixed cost is low,the e-retailer and the LSP reach a win-win situation from the self-build mode.Interestingly,compared with the outsourced integrated service mode,the self-build integrated service mode is not a better choice for the e-retailer if the self-build fixed cost is too high.Our study contributes to the growing literature on home furnishing and guides the implementation of delivery strategies for large-product online retailers.

关 键 词：家居电子零售商 交付模式 安装服务 消费者偏好 

分 类 号：F252[经济管理—国民经济]