考虑消费者类型的社交媒体电商入侵策略研究  

Strategic analysis of social media encroachment on e-commerce considering consumer-type

作　　者：张哲[1,2] 宋华明 刘森[1] ZHANG Zhe;SONG Huaming;LIU Sen(School of Logistics and Management Engineering,Yunnan University of Finance and Economics,Kunming 650221,China;School of Economics and Management,Nanjing University of Science&Technology,Nanjing 210094,China)

机构地区：[1]云南财经大学物流与管理工程学院,云南昆明650221 [2]南京理工大学经济管理学院,江苏南京210094

出　　处：《管理工程学报》2024年第6期97-111,共15页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71862035);云南省基础研究计划项目(2019FB085);广东省哲学社会科学规划项目(GD20CGL38)。

摘　　要：本文构建了制造商、零售商和社交媒体构成的双渠道供应链,其中社交媒体为不同渠道提供广告投放服务,并选择是否开通销售平台与零售渠道竞争。本文考虑市场中包含普通消费者和社交消费者,分析消费者社交属性、社交媒体入侵成本以及直销渠道运营成本对社交媒体入侵决策以及制造商、零售商最优收益的影响。研究发现:(1)对社交媒体而言,并非入侵难度越低,其越偏好入侵。当入侵成本超过一定阈值,即使入侵难度较低,社交媒体的最优策略也可能是不入侵。(2)社交媒体入侵难度低意味着直销渠道优势较大,对零售商是不利的。然而当社交消费者规模扩大时,即使入侵难度很低,零售商也可以从社交媒体入侵中受益。(3)直销渠道运营成本越低,社交媒体销售平台对制造商吸引力越小。但在某些情形下,即使该成本低于社交媒体设定的佣金水平,制造商也有动机委托社交媒体代理销售。最后,本文扩展并对比了没有社交消费者的情形,结果表明,社交消费者的存在并不总是有利于社交媒体入侵。The first 20 years of the 21st century is undoubtedly the internet era.A very large market consisting of network users gave birth to many well-known e-commerce giants such as Amazon,T-mall,and JD.com.However,attracted by the expanding e-commerce market,social media,which originally focused on online social business and made profits by advertising to its users,began to open sales platforms to encroach on the e-commerce market.This behaviour is termed social media“e-commerce encroachment”in this paper.Different from channel encroachment by manufacturers or suppliers,1)social media encroachment not only adds a new sales channel but also involves expansion into a new business;2)the connection between social media and the encroached party is a more complex coopetition relationship;and 3)analyses of social media strategy need to consider the impact of user stickiness on consumer segments,which is usually ignored in channel encroachment studies.Whether to enter the market is a significant strategic decision for social media that requires full consideration of action costs and consumer characteristics.Overall,the prior supply chain management literature focused on the product/service pricing and operational decision-making of manufacturers,retailers or e-commerce platforms.Even if advertising is involved,advertising media(e.g.,social media)is just a bystander.Few studies have discussed operational strategy from the perspective of advertising media.Second,in recent years,the opening of e-commerce platforms has allowed social media companies to directly sell products,which has attracted substantial attention from the industry.However,the existing research on social media only involves social trust,social influence,social interaction,and other empirical topics that affect consumers′purchasing decisions,which means that there are few discussions on social media encroachment strategy and the impact on supply chains with respect to enterprise operation.In view of this,the following questions will be studied:1)What is the

关 键 词：双渠道 消费者分类 社交媒体入侵 电商平台 

分 类 号：F273[经济管理—企业管理]