电商平台竞争环境下的销售模式选择研究  

Research on the Selection of Sales Mode in Competitive Environment of E-commerce Platform

作　　者：陈亮君 杨丽丽 CHEN Liangjun;YANG Lili(School of Economics and Management,Chengdu Technological University,Chengdu 611730,China)

机构地区：[1]成都工业学院经济与管理学院,成都611730

出　　处：《成都工业学院学报》2025年第2期77-83,共7页Journal of Chengdu Technological University

基　　金：四川省马铃薯主粮化战略研究中心项目(MLS202310;MLS202304)。

摘　　要：通过构建单一供应商和2个竞争性电商平台组成的供应链,考虑自营和代理销售方式在电商平台的竞争因素下形成3种销售模式:RR,RA和AA,运用博弈论的方法给出供应链中关键成员的最优决策。研究发现:AA模式下零售价格最低,对消费者最有利;平台收益分成比例和订单履行成本对电商平台的销售模式选择有重要影响,在博弈过程中,得出电商X和电商Y选择每种销售模式最有利的情形;平台收益分成比例和价格竞争强度影响供应商的决策。A supply chain consisting of a single supplier and two competitive e-commerce platforms was constructed.The optimal decision of key members in the supply chain was given by game theory in view of RR,RA and AA 3 sales models formed by self-operated and agent sales under the competitive factors of e-commerce platforms.The results show that the AA mode has the lowest retail price and is the most beneficial to consumers.Revenue sharing ratio of the platform and order fulfillment cost have an important impact on the selection of sales mode of e-commerce platform.In the game process,the most favorable situation for e-commerce X and e-commerce Y to choose each sales mode can be obtained.Revenue sharing ratio of the platform and price competition intensity affect the supplier's decision.

关 键 词：电商平台 销售模式 竞争 平台收益分成比例 

分 类 号：F274[经济管理—企业管理]