转售+寄售混合式电商平台物流服务共享策略  

Logistics Service Sharing Strategy of Resale+Consignment Hybrid E-commerce Platform

作　　者：赵菊[1,2,3] 姜潇 闵杰 ZHAO Ju;JIANG Xiao;MIN Jie(School of Management,Hefei University of Technology,Hefei 230009,China;Key Laboratory of Process Optimization and Intelligent Decision-making,Ministry of Education,Hefei 230009,China;Ministry of Education Engineering Research Center for Intelligent Decision-making&Information System Technologies,Hefei 230009,China;School of Mathematics and Physics,Anhui Jianzhu University,Hefei 230601,China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]过程优化与智能决策教育部重点实验室,安徽合肥230009 [3]智能决策与信息系统技术教育部工程研究中心,安徽合肥230009 [4]安徽建筑大学数理学院,安徽合肥230601

出　　处：《运筹与管理》2024年第10期43-50,共8页Operations Research and Management Science

基　　金：教育部人文社会科学研究规划基金项目(24YJA630133);国家自然科学基金面上项目(72271004)。

摘　　要：考虑转售+寄售混合式电商平台背景下,平台自建物流配送转售渠道商品并选择是否与卖家共享,寄售卖家选择平台或第三方配送商品。根据平台与卖家对物流共享服务的不同选择建立价格与物流服务博弈模型,分析不同商品替代程度及物流服务敏感程度下平台与卖家的均衡策略选择。研究发现:当卖家选择平台共享物流时,平台将提高其物流服务水平,且仅在商品替代程度和物流服务敏感程度都较低时降低转售渠道销售定价,否则将提高销售定价。平台并非总愿意共享物流服务,商品替代程度较低时,平台选择不共享物流服务,卖家选择第三方物流;商品替代程度较高时,无论平台是否共享,卖家都会选择第三方物流,平台不共享物流服务;当且仅当商品替代程度适中时,平台和卖家通过物流服务共享实现帕累托改进,此时平台与卖家都会选择共享物流服务。此外,第三方物流服务水平提高时,平台与卖家的帕累托改进区域缩小,平台更倾向于不共享其物流服务。With the rise of the platform economy,an increasing number of large B2C e-commerce enterprises have evolved into hybrid e-commerce platforms.These platforms not only provide consignment platforms for third-party sellers but also offer shared logistics services.However,such platforms are not always willing to share their logistics services.They might influence competition among channels by requiring sellers to offer differentiated products.Even in cases where platforms offer shared logistics services,sellers may not always opt for platform-provided logistics.The quality of these third-party logistics services significantly affects sellers’decisions regarding logistics.When both platforms and sellers make decisions regarding logistics services,they must balance the benefits and drawbacks of price competition and service competition.Two crucial factors that impact price and service competition are the degree of product substitution reflecting the intensity of competition among channels and the sensitivity of logistics services reflecting the impact of service competition.This study considers a hybrid model e-commerce platform and a seller simultaneously utilizing the platform’s reselling and consignment channels to sell products.The platform purchases goods from the seller at wholesale prices and resells them.It also charges the seller a certain commission to provide a consignment marketplace.The seller consigns substitute products of the same category through the platform.If a seller opts for third-party logistics,the seller needs to pay a fee to the third party for logistics services;otherwise,the seller pays a fee to the platform.The decisions of the platform and seller unfold in three stages:In the first stage,the platform decides whether to share its logistics services and determines the level of service and associated charges.In the second stage,the seller chooses a logistics service provider and sets wholesale prices and consignment channel selling prices.In the third stage,the platform determines reselli

关 键 词：物流服务共享 混合式电商平台 竞争合作 斯塔克伯格博弈 

分 类 号：C934[经济管理—管理学]