不同付费规则下电商平台返利模式选择研究  

Research on cashback mode selections of e-commerce platform under different payment rules

作　　者：黄俊伟 梅姝娥[1] 仲伟俊[1] HUANG Junwei;MEI Shu’e;ZHONG Weijun(School of Economics and Management,Southeast University,Nanjing 211189,China)

机构地区：[1]东南大学经济管理学院,南京211189

出　　处：《系统工程理论与实践》2024年第11期3598-3611,共14页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(71871054);国家社会科学基金(17BGL196);江苏省研究生科研与实践创新计划(KYCX22_0250)。

摘　　要：目前许多电商平台通过与第三方返利网站合作或建立官方返利网站开展返利推广促销活动以获取更多站外流量.本文构建博弈模型,在不同付费规则下探讨电商平台的返利模式选择策略和商家的参与策略.研究发现:在电商平台规定商家给予返利网站返利金的付费规则下,当返利金额较小时,平台应该建立官方返利网站,此时商家愿意参与平台返利活动.在商家自主决策返利金的付费规则下,仅当佣金率较高且返利渠道效用折扣系数较低,并且了解返利网站且对返利金敏感的消费者比例较大时,平台应该与第三方返利网站合作,否则应该建立官方返利网站,而商家总是愿意参与平台返利活动.无论何种付费规则,电商平台官方返利网站亏损运营有时是可行的.此外,本文还将模型拓展到两种返利模式共存的情形.Nowadays many e-commerce platforms cooperate with third-party cashback web-sites or establish official cashback websites to make cashback promotions to boost sales.This paper constructs a game-theoretic model to investigate the optimal cashback mode selection of the e-commerce platform and the optimal participation strategy of the merchant under different cashback payment rules.The research reveals:At first,under the payment rule that the cashback provided by the merchant for the cashback website is fixed,when the fixed cashback payment is low,the e-commerce platform should establish an official cashback website and the merchant will participate in the platform’s cashback promotion.Second,under the payment rule that the cashback provided by the merchant for the cashback website is decided by itself,only when the commission rate is high and the cashback channel utility discount factor is low while the propor-tion of customers who know the cashback website and are sensitive to the cashback that they can obtain from the cashback website is high,the platform should cooperate with a third-party cashback website,otherwise it should establish an official cashback website,and the merchant is always willing to participate in the platform’s cashback promotion under this payment rule.Third,regardless of the payment rules,it is feasible for the e-commerce platform to operate the official cashback website at a loss under certain conditions.In the extension,this paper considers that two cashback modes coexist under different cashback payment rules.

关 键 词：电商平台 返利网站 返利模式 付费规则 平台返利生态系统 

分 类 号：F274[经济管理—企业管理]