E-供应链竞争下家电自营品牌商考虑物流服务的渠道选择与定价策略  

Channel Selection and Pricing Strategy of Self-supporting Home Appliance Brand Manufacturer Considering Logistics Service under E-supply Chain Competition

作　　者：冉文学[1] 段依婷 RAN Wen-xue;DUAN Yi-ting(School of Logistics and Management Engineering,Yunnan University of Finance and Economics,Kunming,Yunnan 650221)

机构地区：[1]云南财经大学物流与管理工程学院,云南昆明650221

出　　处：《供应链管理》2023年第7期70-80,共11页SUPPLY CHAIN MANAGEMENT

摘　　要：多重销售渠道的恰当选择是E-供应链竞争下自营品牌商面临的重要难题。通过构建一个在批发模式和混合销售模式下,由两个家电自营品牌商和一个电商平台组成的E-供应链系统。在考虑物流服务的同时,对两家电自营品牌商均不引入、单一引入以及均引入代销模式的三种情形,建立了斯塔克尔伯格博弈模型并利用逆向归纳法求解,分析了消费者自营渠道潜在需求偏好、交叉价格弹性系数、电商平台单位佣金费率、物流服务敏感系数和物流服务成本系数等因素对代销模式引入的最优策略以及E-供应链成员最优定价、利润的影响。研究表明,不同的消费者自营渠道潜在需求偏好会影响渠道选择,但代销模式的引入均有利于家电自营品牌商和电商平台提升各自利润水平。选择合适的合作销售模式有助于家电自营品牌商和电商平台实现双赢。It is crucial for self-supporting brand manufacturer to make appropriate decisions regarding the multi-channel sales strategy under E-supply chain competition.In this study,we consider two modes of sales:wholesale mode and mixed sales mode,and focus on an E-supply chain system involving two self-supporting home appliance brand manufacturers and an e-commerce platform.The main objective is to examine the impact of introducing agency selling on the optimal strategies,pricing,and profits of the E-supply chain members.To achieve this,we establish a Stackelberg game model considering logistics service and solve it using backward induction.We analyze three cases:no introduction,single introduction,and both introduction of agency selling by the two self-supporting home appliance brand manufacturers.Several factors are taken into account,such as consumer s potential demand preference,cross-price elasticity coefficient,commission rate of the e-commerce platform,logistics service sensitivity coefficient,and logistics service cost coefficient.The research findings demonstrate that different consumers potential demand preferences influence channel selection.However,the introduction of agent selling proves beneficial in enhancing the profit levels of self-supporting home appliance brand manufacturers and e-commerce platforms.Choosing the correct sales mode contributes to achieving a win-win situation between self-supporting home appliance brand manufacturers and e-commerce platforms.

关 键 词：E-供应链 多渠道竞争 斯塔克尔伯格博弈 物流服务 代销模式 

分 类 号：F252.24[经济管理—国民经济]