制造商入侵威胁下网络零售商经营模式选择  

Online retailer’s choice of selling model when confronting manufacturer encroachment threat

作　　者：胡华清 吕高燕 陈剑[5,6] HU Hua-qing;LU Gao-yan;CHEN Jian(Hangzhou Normal University,Hangzhou 311121,China;Faculty of Business,The Hong Kong Polytechnic University,Hong Kong 999077,China;School of Management,Beijing Institute of Technology,Beijing 100081,China;Jiaxing Key Laboratory of Digtial Economy and Data Operations,Yangtze Delta Region Academy of Beijing Institute of Technology,Jiaxing 314019,China;Research Center for Contemporary Management,Tsinghua University,Beijing 100084,China;School of Economics and Management,Tsinghua University,Beijing 100084,China)

机构地区：[1]杭州师范大学,杭州311121 [2]香港理工大学商学院,中国香港999077 [3]北京理工大学管理学院,北京100081 [4]北京理工大学长三角研究院(嘉兴)/嘉兴市数字经济与数据运营重点实验室,嘉兴314019 [5]清华大学现代管理研究中心(教育部人文社科重点基地),北京100084 [6]清华大学经济管理学院,北京100084

出　　处：《管理科学学报》2024年第12期37-56,共20页Journal of Management Sciences in China

基　　金：科技创新2030-“新一代人工智能”重大项目(2018AAA0101601);国家自然科学基金资助项目(72101030);中央高校基本科研业务费专项基金项目(6120210138).

摘　　要：线上渠道的开设为制造商扩宽了销售空间,却对网络零售商造成了竞争威胁.不同于以往文献关注制造商的渠道入侵策略,本文重点研究了面临制造商潜在入侵威胁时,网络零售商应如何在分销、平台及混合模式间选择合理的经营模式.特别地,本文考虑了制造商线上、线下渠道间的溢出效应,分析了不同经营模式、溢出效应下渠道入侵对零制双方利润的影响.研究发现:1)制造商渠道入侵并非总是对网络零售商不利.在分销模式下,制造商会在渠道入侵的同时降低批发价格,零售商可在直销成本较高时获利;在平台及混合模式下,增设直销渠道有助于缓解外部性所导致的制造商定价扭曲,零售商可在正向或负向溢出较强时获利;2)越弱的渠道间溢出效应、越低的直销成本越有利于零售商选择平台模式;越强的正向溢出效应,越有利于网络零售商选择分销模式;越强的负向溢出效应,越有利于选择混合模式.本文既为网络零售商应对制造商渠道入侵提供了理论指导,也为制造商开设线上直销渠道提供了决策支持.Manufacturers’online arms enlarge market sales for them,but pose a competitive threat to online retailers.While most prior literature concerns manufacturers’channel encroachment strategies,this paper investigates the online retailers’choice of selling model among the reseller model,the marketplace model,and the hybrid model when facing potential encroachment threats from manufacturers.Modelling the spillover effect between manufacturers’online and offline channels,the impact of channel encroachment on the profits of both parties is analyzed under different business models.The results show that manufacturer encroachment is not always detrimental to online retailers.Under the reseller model,manufacturers will reduce wholesale prices when they build their online channels,and retailers can be better off when manufacturers’direct selling costs are high.Under the marketplace model and the hybrid model,adding direct sales channels can help alleviate manufacturers’pricing distortions caused by spillover effect.As a result,online retailers can be better off with a high positive or high negative spillover effect.In addition,online retailers should use the marketplace model under weak spillover effects and low direct sales costs,while opting for the reseller model(or the hybrid model)under extremely positive(or negative)spillover effects.The results cannot only provide guidance for online retailers to deal with manufacturer encroachment,but also offer decision support for manufacturers to introduce direct sales channels.

关 键 词：渠道入侵 溢出效应 分销模式 平台模式 混合模式 

分 类 号：F252[经济管理—国民经济]