复合型电商平台不同进驻模式组合下的在线渠道竞争策略选择分析  

Analysis of online channel competition strategy choices under different entry mode combinations of hybrid e-commerce platform

作　　者：王滔 颜波[2] WANG Tao;YAN Bo(School of Business Administration,Guangdong University of Finance&Economics,Guangzhou 510320,China;School of Economics&Finance,South China University of Technology,Guangzhou 510006,China)

机构地区：[1]广东财经大学工商管理学院,广东广州510320 [2]华南理工大学经济与金融学院,广东广州510006

出　　处：《管理工程学报》2024年第2期90-103,共14页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71871098);广东省基础与应用基础研究基金项目(2022A1515010277);2021年度广东省普通高校青年创新人才类项目(2021WQNCX019)。

摘　　要：本文借鉴复合型电商平台的运营现实,以FBP(fulfilled by POP),即商家进驻电商平台后将产品运入平台仓库,商家负责产品销售,平台负责发货和售后,及SOP(sale on POP),即电商平台只提供一个销售平台,商家自主运营、发货、售后两种进驻模式商家和平台的竞合为参考,分别构建了平台自营或FBP模式、自营+FBP模式、自营+FBP+SOP模式下的在线渠道竞争模型。通过构建价格和服务同时影响消费者选择的效用函数,综合采用博弈论和最优化方法来确定不同模式下的参与者定价和服务决策,并借助算例分析进行深入研究。结果表明;无论何种模式,自己提供服务的商家和平台最优收益的实现都会受众多条件的影响,将服务交由平台提供的商家反而总能实现最优;进驻模式中参与者数量的增加会降低在线渠道的服务水平,但对于提高总的市场需求具有正向作用。此外,尽管自营或FBP模式能够为平台或FBP商家带来更大收益,但当消费者对FBP商家产品偏好较小,自营+FBP模式能够为在线渠道带来较自营模式更多的整体收益。The development of online sales provides more options for companies to broaden their markets.Facing the rapid-developed online market,how to build their own online channels is the primary problem faced by many companies.At the same time,the development of online sales has led to the emergence of various third-party e-commerce platforms,which provides many options for different enterprises on their road to e-commerce.More and more companies are choosing to enter third-party e-commerce platforms to expand their online marketplace business,which has prompted some e-commerce platforms to continuously adjust their business.Some self-operated e-commerce platforms constantly attract third-party sellers,which makes them shift from self-operated platforms to hybrid platforms.In order to cater to different merchants,these e-commerce platforms provide merchants with a variety of entry modes to choose from.The choice of merchant presence mode directly affects the optimal decision making of each participant,and the combination of different presence modes can also affect the decision mentioned above.Therefore,we should explore the decision making of participants under different combinations of presence modes in hybrid e-commerce platforms.This paper draws on the operational reality of hybrid e-commerce platforms,and takes the FBP(Fulfilled By POP,i.e.,merchants put their products into the warehouse of the e-commerce platform after entry in the platform,and merchants are responsible for product sales while the platform is responsible for product shipment and after-sales)entry mode and SOP(Sale On POP,i.e.,the e-commerce platform only provides a sales platform,and merchants operate,ship,and sell independently)entry mode as references.The competition between merchants and e-commerce platform is used as a reference to build the competition models of online channels under the self-operated or FBP,self-operated+FBP,and self-operated+FBP+SOP modes.By constructing a utility function in which both price and service affect consumers′c

关 键 词：电商平台 进驻模式 价格和服务竞争 消费者效用 

分 类 号：F272[经济管理—企业管理]