基于在线评论的供应商线上渠道入侵策略研究  

Research on Online Channel Encroachment Strategies of Suppliers Based on Online Reviews

作　　者：王海燕 沈崇杰 WANG Haiyan;SHEN Chongjie(School of Economics and Management,Fuzhou University,Fuzhou 350108)

机构地区：[1]福州大学经济与管理学院,福州350108

出　　处：《系统科学与数学》2024年第11期3388-3403,共16页Journal of Systems Science and Mathematical Sciences

基　　金：国家社会科学基金资助项目(20BGL112)资助课题。

摘　　要：数字经济和电子商务的兴起令供应商通过线上渠道入侵到零售市场成为可能.分别探讨了是否开通在线评论情景下的线上单渠道和双渠道供应链中,供应商渠道入侵的条件和供应链成员的最优决策.研究表明:1)单渠道供应链中,当在线评论为正向且有效性水平较高时,开通在线评论有助于增加需求量,使供应商、零售商和消费者达到“三赢”;2)直销满意度的提高并不总是对供应商入侵有利,当不开通在线评论或开通后在线评论为负向时,直销满意度的提高对供应商入侵产生正向影响;当在线评论为正向且其有效性水平较高时,直销满意度提高反而会抑制供应商入侵;3)双渠道供应链中,开通在线评论并不能使所有渠道成员都获益,零售商利润将始终受损,但当在线评论有效性水平满足一定条件后开通在线评论会提高供应商利润和消费者福利水平.The rise of the digital economy and e-commerce has made it possible for suppliers to invade the retail market through online channels.This paper respectively explores the conditions for supplier channel intrusion and the optimal decision-making of supply chain members in online single-channel and dual-channel supply chains under the scenario of whether to open online reviews.The research shows:1)In a single-channel supply chain,when online reviews are positive and have a high level of effectiveness,opening online reviews can help increase demand and achieve a“triple win”for suppliers,retailers and consumers.2)The improvement of direct sales satisfaction is not always beneficial to supplier intrusion.When online reviews are not enabled or the online reviews are negative after activation,the increase in direct sales satisfaction has a positive impact on supplier intrusion;When online reviews are positive and their effectiveness level is high,increased direct sales satisfaction will inhibit supplier intrusion.3)In a dual-channel supply chain,the introduction of online reviews does not yield benefits for all channel participants,and retailers'profits are consistently adversely affected.However,when the effectiveness of online reviews reaches specific thresholds,their implementation can enhance supplier profitability and consumer welfare.

关 键 词：在线消费者评论 直销满意度 渠道入侵 双渠道供应链 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]