考虑C2C转售平台入侵的租售混合渠道动态决策  

Dynamic Decision-making of Mixed Leasing and Retail Channels with C2C Resale Platform Encroachment

作　　者：任君玲 经有国[1] 秦开大[1] REN Jun-ling;JING You-guo;QIN Kai-dal(Faculty of Management and Economics,Kunming University of Science and Technology,Kunming 650093,China;School of Information Management,Central China Normal University,Wuhan 430079,China)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093 [2]华中师范大学信息管理学院,湖北武汉430079

出　　处：《系统工程》2024年第1期73-86,共14页Systems Engineering

基　　金：国家自然科学基金资助项目(72261022,71861020,72163018);教育部人文社会科学规划项目(21YJC630049,18YJA630089);云南省基础研究计划面上项目(2019FB087);云南省哲学社会科学研究基地课题(JD2018YB11)。

摘　　要：针对一个由制造商、零售商和租赁商三者组成的且面临外部C2C转售平台入侵的租售混合渠道供应链,考虑消费者对购买和租赁产品的价值感知存在差异,研究消费者价值感知差异系数对C2C转售平台入侵和供应链成员决策的影响。研究表明,当消费者价值感知差异系数(下称“感知差异系数”)较大时,C2C转售平台不会入侵;当感知差异系数为中等或较小且入侵固定成本和单位生产成本均较小时,C2C转售平台则会入侵,该入侵使得零售商和租赁商均减少订购数量,从而对零售商、租赁商和制造商均产生不利影响;但当感知差异系数中等偏大时,入侵能增加消费者剩余和社会总福利。Considering a mixed-channel supply chain composed of a manufacturer,a retailer and a leaser,which faces the encroachment of an external C2C resale platform,and investigating the difference between consumers'value perception of purchasing and leasing products,this paper studies the impact of such perceptual difference coefficient on C2C resale platform encroachment and supply chain members'decision-making.The research shows that when the perceptual difference coefficient is large,the C2C resale platform will not encroach.When the perceptual difference coefficient is medium or small,and the fixed cost of encroachment and the unit production cost are small,the C2C resale platform will encroach,which will make both the retailer and the leaser reduce the order quantity,thus adversely affecting the retailer,the leaser and the manufacturer.However,when the perceptual difference coefficient is medium to large,encroachment can increase consumer surplus and total social welfare.

关 键 词：租售混合渠道 C2C转售平台 平台入侵 价值感知差异系数 

分 类 号：F272[经济管理—企业管理]