网络效应下即需平台的跨界合作模式选择  

The Mode Choice of Cross-Border Cooperation for the On-Demand Platform with Network Effects

作　　者：陈铭洋 谭新月 龚业明 袁紫微 CHEN Mingyang;TAN Xinyue;GONG Yeming;YUAN Ziwei(Henan University,Kaifeng,Henan,China;Tianjin University,Tianjin,China;EMLYON Business School,Lyon,France)

机构地区：[1]河南大学商学院 [2]天津大学管理与经济学部 [3]里昂商学院,里昂市69134 [4]河南大学现代物流研究院

出　　处：《管理学报》2025年第3期585-594,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(72402058);河南省哲学社会科学规划资助项目(2022CJJ132);河南省高等学校重点科研资助项目(24A630006)。

摘　　要：基于即需平台与零售企业的跨界合作现象,结合平台供需两端存在的网络效应和服务提供者的自调度行为等特点,构建由即需市场和零售市场组成的3种合作模式(不合作、单向合作和双向合作),分析不同模式下各利益相关者的最优策略、不同模式的适用区间和平台的最优模式选择。研究发现,双向合作模式下即需平台所投入的努力水平小于单向合作模式下的努力水平,且平台选择单向合作模式总是劣于不合作模式;当需求潜力较大时,平台选择双向合作模式最优,反之选择不合作模式最优;采用双向合作模式可以在一些区域出现三赢和双赢的结果。Based on the phenomenon of cross-border cooperation between on-demand platforms and retail enterprises,we consider the platform’s network effects and self-scheduling behaviors of service providers and build three cooperation modes(no-cooperation,unilateral cooperation,and bilateral cooperation)of a system composed of the on-demand market and the retail market.We analyze the decision-making optimization of stakeholders and the applicable range and optimal mode selection of different modes.The findings show that the effort level of the on-demand platform under the bilateral cooperation mode is lower than that under the unilateral cooperation mode.The cooperation mode will generate lower profits for the platform than the unilateral one.When the demand potential is large,the platform should choose the bilateral cooperation mode.Otherwise,selecting the no-cooperation mode is optimal.In addition,adopting a bilateral cooperation mode can achieve a win-win,even win-win-win outcome in some regions.

关 键 词：即需平台 跨界合作 横向联合销售 网络效应 博弈论 

分 类 号：C93[经济管理—管理学]