考虑渠道结构的竞争性网购供应链产品-延保联合定价策略  

Joint optimal pricing strategy of product and extended warranty with considering the channel structure in a competitive online shopping supply chain

作　　者：秦星红[1,2] 刘鑫 胡森森[1] 李海南 曹园园 QIN Xinghong;LIU Xin;HU Sensen;LI Hainan;CAO Yuanyuan(Chongqing Key Laboratory of Electronic Commerce&Supply Chain System,Chongqing Technology and Business University,Chongqing 400067,China;School of Management and Economics,University of Electronic Science and Technology of China,Chengdu 611731,China;Management School,Hangzhou Dianzi University,Hangzhou 310018,China)

机构地区：[1]重庆工商大学电子商务及供应链系统重庆市重点实验室,重庆400067 [2]电子科技大学经济与管理学院,四川成都611731 [3]杭州电子科技大学管理学院,浙江杭州310018

出　　处：《管理工程学报》2024年第5期174-189,共16页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71802031);教育部人文社会科学研究项目(23YJC630142);重庆市教委科研项目(KJQN202100816)。

摘　　要：本文考虑网络商店销售由两个竞争性制造商生产的同类但具有差异化的替代性产品,在网络商店提供延保的服务模式下分别针对RO/MO/PO三种典型渠道结构构建产品-延保决策模型,分析了制造商之间,以及制造商与网络商店之间的互动决策。研究结果表明,各渠道结构下供应链均存在唯一的均衡,使供应链系统中各参与者的利润同时实现最大化;当制造商之间的竞争强度处于中等及以下水平时,RO渠道结构有利于系统各参与者;当竞争强度处于中高水平区间时,采用MO渠道结构会拉大制造商之间的绩效差距;当竞争强度较高时,采用RO渠道结构有助于提升两个制造商的利润,但更高的竞争强度更有利于网络商店且在高强度区间内的竞争波动对零售商和制造商的影响并非线性,即存在具有区间依赖和强度差异特性的影响。此外,较高的平台佣金率并非总有利于网络商店,反而可能影响其销售渠道选择;消费群体延保服务质量敏感性存在差异,该差异决定相应消费群体的延保购买率上限且延保服务质量成为影响高端群体延保购买率的重要因素。In recent years,e-commerce has entered a period of rapid development,which attracts more and more enterprises to construct online channels for sales,and consumers are getting more and more used to online shopping.However,the increasing product homogeneity and the increasingly intense competition of online retail markets make the profits of online retailers and their cooperators more and more meager.Therefore,online retailers and their suppliers have been exploring appropriate cooperation modes and increasing the value of products and related services.In this context,the extended warranty(EW)is favored by enterprises and consumers due to its profitability and risk aversion ability.In fact,more and more online retailers regard EW as a new profit growth point and strive to obtain additional income from such service.However,a variety of contractual relationships between online retailers and their suppliers make the structure of online channels diverse.In addition,there are differences in enterprise decision-making and performance under different channel structures.In fact,for each enterprise,an appropriate channel structure is related to not only the cooperation mode,but also consumers′personalized preferences.These will affect the pricing decisions of products and services.Therefore,exploring the joint pricing strategies of products and EW in different channel structures is of great practical value for the development of e-commerce.However,in the existing relevant literature,few studies explore the joint pricing strategy from the perspective of channel structure,and few studies discuss the optimal channel structure and analyze the influence laws of different channel structures on EW and product pricing.In practice,similar products sold by a common online store are often supplied by different manufacturers.The platform commission rate and the sensitivity of product price and EW service quality affect the system decision.The former is related to the income of online retailers and the latter reflects the personalized

关 键 词：延保服务 渠道结构 网购供应链 服务敏感性 竞争供应链 

分 类 号：F202[经济管理—国民经济]