不同销售渠道情形下电商供应链网络平台物流服务策略研究  

Research on Logistics Service Strategy of Online Platform Under Different Selling Channels in E-commerce Supply Chain

作　　者：苑希港 张晓青 YUAN Xigang;ZHANG Xiaoqing(School of Business,Jiangsu Normal University,Xuzhou,Jiangsu 221116;School of Economics and Management,Southwest Jiaotong University,Chengdu,Sichuan 610031;Jiangsu Normal University,Modern Logistics and Supply Chain Research Center,Xuzhou,Jiangsu 221116)

机构地区：[1]江苏师范大学商学院,江苏徐州221116 [2]西南交通大学经济管理学院,四川成都610031 [3]江苏师范大学现代物流与供应链研究中心,江苏徐州221116

出　　处：《供应链管理》2023年第11期74-86,共13页SUPPLY CHAIN MANAGEMENT

基　　金：2022年教育部春晖计划国际合作科研项目“考虑数智化水平的智能互联产品以旧换新动态定价策略研究”(HZKY20220132);2022年江苏省高校自然科学基金项目“‘双碳’目标下考虑环境责任行为的绿色产品回收渠道选择策略研究”(22KJB630005);江苏省社会科学基金项目“江苏制造业数智化转型的机制设计和实现路径研究”(22GLC011)。

摘　　要：针对由单个制造商和单个网络平台以及第三方物流服务商组成的电商供应链系统,当制造商分别运用转销渠道和代销渠道销售新产品时,构建无物流服务共享模式(模式N)和物流服务共享模式(模式S),分析了网络平台是否愿意和制造商共享其优越的物流服务。研究表明:当两种销售渠道间的竞争程度和需求对网络平台物流服务水平的敏感性较低时,物流服务共享模式对制造商有利,但对网络平台不利。相反,当以上两个因素处于较高水平时,物流服务共享模式对网络平台有利,但对制造商不利。然而,在某些情形下,两家企业都会从物流服务共享模式中受益。此外,随着网络平台物流服务单位运营成本的不断提高,制造商和网络平台之间实现物流服务共享的概率会降低。This paper explores the logistics service strategies of online platforms within the context of E-commerce supply chain systems,considering a single manufacturer,a single online platform,and a third-party logistics service provider(3PL).The study investigates how different selling channels,specifically reselling and agency channels,impact the willingness of the online platform to share its superior logistics services with the manufacturer.Two modes are examined:the no-logistic-service-sharing mode(mode N)and the logistic-service-sharing mode(mode S).The results indicate that the degree of competition between the two selling channels and the sensitivity of demand to the logistics-service level of the online platform are at a low level,which is good for the manufacturer but hurts the online platform.Interestingly,there are scenarios where both firms benefit from logistics-service sharing.Additionally,the paper identifies a correlation between the online platform's unit operating cost of logistics services and the likelihood of realizing logistics service sharing.As the online platform's costs increase,the probability of sharing logistics services with the manufacturer decreases.These insights shed light on the complex dynamics of logistics-service sharing in E-commerce supply chains,offering valuable considerations for decision-makers navigating these multifaceted relationships.

关 键 词：电商供应链 物流服务 网络平台 转销渠道 代销渠道 

分 类 号：F406[经济管理—产业经济] F223