考虑顾客转移的供应商侵入策略  

Supplier Encroachment Strategies with Customer Switching

作　　者：戴宾[1] 杜玉文 杨青蓓 张佳杰 DAI Bin;DU Yuwen;YANG Qingbei;ZHANG Jiajie(Wuhan University,Wuhan,China;University of Chinese Academy of Sciences,Beijing,China)

机构地区：[1]武汉大学经济与管理学院 [2]中国科学院大学经济与管理学院

出　　处：《管理学报》2024年第6期908-918,共11页Chinese Journal of Management

基　　金：国家自然科学基金资助重点项目(71831007);国家自然科学基金资助项目(72171178)。

摘　　要：考虑跨境电商背景下的供应商侵入问题,分别构建顾客转移时的独立站、平台寄售策略模型以及无顾客转移时的独立站、平台寄售策略模型,分析顾客转移对渠道侵入策略的影响。研究表明:在考虑顾客转移情形下,当批发价格较高时,随着非忠诚顾客比例增加,供应商最优渠道策略会从独立站策略转向寄售策略再转向独立站策略;当批发价格较低时,供应商始终偏好独立站策略。此外,顾客转移行为会促进供应商选择独立站策略并促使供应商和平台差异化定价,缓解二者价格竞争;且只有当供应商和平台差异化定价时,供应商的最优渠道策略才会让供应商和平台双赢。Considering the problem of the supplier encroachment in the cross-border e-commerce industry,the direct-to-customer strategy model and platform agency selling strategy model are respectively constructed,both with and without the customer switching behavior.The impact of customer switching behavior on the channel encroachment strategies are analyzed.The results show that considering customer switching,when the wholesale price is high,with the increment of the proportion of non-loyal customers,the type of supplier’s optimal distribution channel strategy will first transfer from direct-to-customer to platform agency selling,and then end up with direct-to-customer.When the wholesale price is low,the supplier will always prefer direct-to-customer strategy.Furthermore,the results indicate that customer switching behavior would induce the supplier to select direct-to-customer strategy.In addition,customer switching behavior will promote differentiated pricing between the supplier and the platforms,and mitigate the price competition between them.Moreover,when the supplier and platform adopt differentiated pricing,the supplier’s optimal distribution channel strategy will make both the supplier and the platform better off,creating a win-win outcome.

关 键 词：渠道选择 顾客转移 独立站 平台寄售 

分 类 号：C93[经济管理—管理学]