存在停售第三方卖家的复合型电商平台定价模型  

Pricing model of hybrid e-commerce platform with unavailable third-party sellers

作　　者：张凯[1] 苏倩 ZHANG Kai;SU Qian(Business school,University of Shanghai for Science and Technology,Shanghai 200093,China;School of Economic and Management,Xidian University,Xi’an 710126,China)

机构地区：[1]上海理工大学管理学院,上海200093 [2]西安电子科技大学经济与管理学院,陕西西安710126

出　　处：《管理工程学报》2024年第2期139-151,共13页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72372105);教育部人文社科基金项目(18YJC630243);上海理工大学管理学院引进人才科研启动项目(YJRC202103)。

摘　　要：数量众多的第三方卖家是一种战略资源,对复合型电商平台发展有重要意义。然而,观察发现:很多销量为零的第三方卖家(称之为停售第三方卖家)长期停留在复合型电商平台上。这些停售第三方卖家除了缴纳技术服务费外,无法给电商平台带来扣点收入,却会增加消费者筛选产品的成本,进而降低交易效率。基于这一现象,本文构建了一个包含停售第三方卖家的复合型电商平台模型,分析停售第三方卖家数量对均衡结果的影响,探讨他们对复合型电商平台的策略价值。研究发现:由于均衡解所处区域不同,停售第三方卖家的存在可能加剧也可能缓解平台自营和在售第三方卖家之间的竞争;与不存在停售第三方卖家情形相比,适当数量的停售第三方卖家可以同时提高复合型电商平台和在售第三方卖家的利润;控制第三方卖家总数量总是对在售第三方卖家有利,是否有利于复合型电商平台取决于单位交易成本获得的基本效用和技术服务费;当消费者更偏好平台自营时,在售第三方卖家利润会减少,复合型电商平台利润可能增加也可能减少。The hybrid e-commerce platform,a containing self-operated seller and third-party sellers,is widely utilized in business.By providing transaction service,the hybrid e-commerce platforms generate a great number of third-party sellers.On one hand,it can help the third-party sellers expand distribution channels and improve the efficiency of operation;on the other hand,it can bring the platforms substantial income and help them achieve rapid development.Without a doubt,a large number of third-party sellers can be regarded as a strategic asset,which plays an essential role in the development of hybrid e-commerce platforms.However,not all third-party sellers can perform well in sales.In fact,according to observations of JD.com and Amazon.com,many of them have shown prolonged period of low or even zero sales figures.In this paper,these sellers are defined as unavailable third-party sellers.While the sellers pay technical service fees to the platform,they generate no sales,thus bring no additional commission to the platform.Moreover,they would increase consumers’transaction costs and decrease the platform’s exchange efficiency.This paper aims to answer the following questions:Why the platforms do not remove the unavailable third-party sellers?If the platform can remove them out,should the platform limit the number of unavailable third-party sellers?What is the optimal number of third-party sellers?What is the impact of the competition between self-operated seller and available third-party sellers?Whether it will worsen the social welfare?Based on the Spokes model,this paper established a model including N sellers on a hybrid e-commerce platform,that is,1 self-operated seller,n available third-party sellers and N-n-1 unavailable third-party sellers.Assuming that consumers make purchase decision between only two sellers,we study the impact of the number of unavailable third-party sellers on the equilibrium prices,market share,profit and social warfare to show the strategic value of unavailable third-party sellers on the

关 键 词：复合型电商平台 第三方卖家 Spokes模型 定价策略 

分 类 号：F062.9[经济管理—政治经济学]