平台供应链创新竞争与扩散研究——基于消费者对产品创新偏好的视角  

Research on Innovation Competition and Diffusion in Platform Supply Chain:A Perspective Based on Consumer Preference for Product Innovation

作　　者：徐兵[1] 张勇[1] 谢菲[1] XU Bing;ZHANG Yong;XIE Fei(School of Public Policy and Administration,Nanchang University,Nanchang 330031,China)

机构地区：[1]南昌大学公共政策与管理学院,江西南昌330031

出　　处：《南昌大学学报(人文社会科学版)》2025年第2期89-101,共13页Journal of Nanchang University(Humanities and Social Sciences)

基　　金：国家自然科学基金项目“基于用户选择的双边平台履责、两平台竞合及政府监管机制研究”(72161028);江西省社会科学基金项目“不同合作模式下农产品供应链韧性研究”(23GL06);教育部人文社会科学重点研究基地重大项目(17JJD790012)。

摘　　要：创新是推动平台经济发展的动力。针对由一个渐进式创新制造商、一个突破式创新制造商和一个电商平台组成的平台供应链,分别研究在代销、分销模式下的最优决策与影响机制。构建创新扩散模型,探究突破式创新扩散的规律。研究发现:在微观层面上,消费者对产品创新偏好提升了产品溢价,并在分销模式中更显著;相对创新提升度正向影响了分销模式中的价差、代销模式中的价差和需求差额,但是负向影响了分销模式中的需求差额。在宏观层面上,网络规模、消费者对产品创新偏好会加快突破式创新扩散速度,相对创新提升度在两种模式下对创新扩散产生了不同影响。结论为企业适应动态变化的竞争环境并精准制定创新策略提供了管理启示。Innovation is the driving force of the platform economy.For a platform supply chain consisting of an incremental innovation manufacturer,a radical innovation manufacturer and an E-commerce platform,we study the optimal decision-making and influence mechanism under the agency selling mode and the reselling mode.An innovation diffusion model is constructed to study the law of radical innovation diffusion.It is found that:at the micro level,consumer preference for product innovation increases product premium,which is more significant in the reselling model;relative innovation enhancement positively influences price gap in the reselling model,and price gap and demand gap in the agency selling model,but negatively influences market demand gap in the reselling model.At the macro level,network size and consumer preference for product innovation accelerate the diffusion of radical innovation,and relative innovation enhancement affects innovation diffusion differently in the two modes.The conclusions provide managerial insights for firms to accurately formulate innovation strategies and adapt to the dynamically changing competitive environment.

关 键 词：平台供应链 产品创新偏好 突破式创新 创新扩散 

分 类 号：F272[经济管理—企业管理]