考虑供应商竞争的电子商务供应链物流服务模式优化研究  

Optimal Logistics Service Mode for E-commerce Supply Chain Considering Suppliers'Competition

作　　者：覃雪莲 刘志学[1] Qin Xuelian;Liu Zhixue(School of Management,Huazhong University of Science and Technology,Wuhan 430074,China)

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《中国管理科学》2024年第1期125-136,共12页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(72201107,71972081,71931005);中国博士后科学基金项目(2022M711240)。

摘　　要：本文在电子商务供应链物流服务模式决策过程中引入供应商竞争,通过构建由两个产品供应商、一个电子商务平台和众多消费者组成的电子商务供应链,研究提出了供应商竞争场景下的最优物流服务模式选择策略,进而分析了电子商务平台销售模式对最优策略的影响。研究结果表明:假若电子商务平台采用转售模式或平台模式,当市场竞争强度和物流服务成本绩效都很高时,供应商和电子商务平台都偏好采用差异化的物流服务运营策略;如果电子商务平台采用混合模式,两个供应商的物流服务模式偏好存在较大差异,但电子商务平台始终偏好同时为两个供应商的产品提供物流服务。In the e-commerce market,many product suppliers and e-commerce platforms can provide the logistics service to consumers.It is commonly known that different logistics service modes have their pros and cons,which meets the diversified development needs of e-commerce enterprises but meanwhile leads to some problems,including the low efficiency and poor quality of e-commerce logistics service.To improve the quality of e-commerce logistics service and enhance the efficiency of e-commerce supply chain,it is of great importance to select the proper logistics service mode.Meanwhile,the rapid development of e-commerce also attracts more and more suppliers to sell their products through different types of e-commerce platforms.Many suppliers even sell products with same or similar functions on the same platform.The fierce competition among suppliers will undoubtedly influence the efficiency of different logistics service modes,and further change the firms’logistics service mode choices.Therefore,it is necessary to explore the optimal logistics service mode for e-commerce supply chain under the scenario with suppliers’competition.By constructing a supply chain consisting of two competing suppliers,one e-commerce platform and a continuum of heterogeneous consumers,a gametheoretical model is developed to explore the optimal logistics service mode for e-commerce supply chain considering suppliers’competition and further examine the impact of the platform’s selling mode choice on the optimal logistics service strategy.The results show that if the e-commerce platform adopts the reselling mode or marketplace mode,the two suppliers and the platform all prefer the strategy that the platform only provides the logistics service for one product and the corresponding supplier offers the logistics service to another product when the competition is intense and the logistics service’s cost performance is high.By contrast,if the ecommerce platform adopts the hybrid mode,the two suppliers’logistics service mode preferences are hi

关 键 词：物流服务模式 电子商务供应链 电子商务平台 供应商竞争 销售模式 

分 类 号：F272[经济管理—企业管理]