独立促销还是联合促销?电商平台自营产品与第三方产品促销策略  

Independent or joint promotion?Promotional strategies for self-operated and third-party products on e-commerce platforms

作　　者：陈建建 冯楠[2,3] 冯海洋[2,3] 张晗悦 CHEN Jianjian;FENG Nan;FENG Haiyang;ZHANG Hanyue(College of Information Management,Jiangxi University of Finance and Economics,Nanchang 330032,China;College of Management and Economics,Tianjin University,Tianjin 300072,China;Laboratory of Computation and Analytics of Complex Management Systems(CACMS),Tianjin University,Tianjin 300072,China)

机构地区：[1]江西财经大学信息管理学院,南昌330032 [2]天津大学管理与经济学部,天津300072 [3]天津大学复杂管理系统实验室,天津300072

出　　处：《系统工程理论与实践》2024年第3期969-985,共17页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(72022012,72394373,72231004);江西省教育厅科学技术研究项目(GJJ2200548)。

摘　　要：近年来,电商平台自营商家与第三方商家经常选择独立促销或者联合促销增加产品销量.与独立促销不同,以“跨店满减”为代表的联合促销活动一般由平台发起,但平台企业制定的联合促销力度所产生的成本由自营商家和第三方商家共同承担.考虑双边市场环境下不同促销模式的特点,构建三阶段博弈模型探讨佣金率、促销引起的市场扩张效应等因素对产品定价决策、最优联合促销成本分摊比例以及促销模式选择的影响.结果表明:1)当且仅当平台的佣金率和联合促销成本分摊比例均较高或者较低时,联合促销情形下的产品原价和促销力度均高于其独立促销情形.当市场扩张效应较强时,消费者应该避免在促销活动期间购买产品.2)无论在垄断还是竞争情境下,当且仅当第三方卖家开展促销活动的成本较高,其市场扩张效应较弱且联合促销成本分摊比例适中时,平台企业和第三方卖家实施联合促销策略优于独立促销策略和非促销策略.3)在联合促销活动中,当佣金率较高时,第三方卖家将单独支付联合促销力度产生的成本;否则,联合促销成本由平台和第三方卖家共同承担,并且当佣金率较低时,平台支付的联合促销成本分摊比例随着市场扩张效应的增强而减小.In recent years,self-operated sellers and third-party sellers often independently or jointly promote their products to increase their sales on e-commerce platforms.Unlike independent promotions,joint promotions represented by“cross-store full reduction”are generally initiated by the platform,but the joint promotional cost set by the platform company is shared by the platform and the third-party seller.Considering the characteristics of different promotion modes in the two-sided market,the impact of the commission rate,the market expansion effect caused by the promotions,etc.on product pricing decisions,the optimal sharing ratio of the joint promotional cost,and promotion mode selection are explored by a three-stage game model.The results show that:1)If and only if the commission rate and the sharing ratio of the joint promotional cost are both relatively high or low,the product original prices and promotional efforts in the joint promotion case are both higher than those corresponding to independent promotion.And when the market expansion effect is relatively strong,consumers should not purchase products during the promotional activity.2)Whether in a monopoly or competitive situation,If and only if third-party sellers have a higher cost and a weak market expansion effect of conducting promotional activities,and the sharing ratio of the joint promotional cost is moderate,the implementation of joint promotional strategy by the platform enterprise and the third-party seller will be superior to independent promotional strategy and non-promotional strategy.3)When the commission rate is sufficiently high,third-party sellers will pay for the joint promotional cost separately in joint promotional activities;otherwise,the joint promotional cost will be jointly borne by the platform and third-party sellers,and when the commission rate is low,the sharing ratio of the joint promotional cost paid by the platform decreases with the market expansion effect increasing.

关 键 词：双边平台 自营产品 联合促销策略 市场扩张效应 联合促销成本分摊比例 

分 类 号：F50[经济管理—产业经济]