基于电商平台的混合销售渠道对供应链决策的影响研究
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摘要
考虑到电商平台对消费者强大的吸引力,本文建立了由供应商和平台商构成的基于电商平台混合销售的供应链模型。混合销售渠道包含直销和分销,其中平台商拥有电商平台,供应商通过电商平台进行直销,平台商分享一定的收益;而分销是指平台商从供应商处批发产品进行销售。分别建立了集中式和分散式决策模型,研究发现:随着消费者对分销渠道接受程度的提高,两种情形下直销渠道的零售价不变,分销渠道的零售价提高;分散式情形下的批发价、供应商和平台商的利润均提高;随着供应商分享收益比例的提高,两种渠道的零售价都降低,但批发价提高,供应商的利润提高,而平台商的利润下降,但供应链的总利润提高;研究得到了保证博弈双方都能从直销渠道中获利的收益分享比例范围。
Due to the attraction of e-commerce platform for consumers,this paper develops a mixed selling supply chain model comprised of a supplier and a platform firm based on an e-commerce platform,where the platform firm possesses an e-commerce platform,and the supplier takes direct selling channel on the e-commerce platform,and then the platform firm shares part of the supplier's profit. Besides,the platform firm also wholesales products from the supplier and then sells them by a distribution channel. We analyze the centralized case and decentralized case respectively,and then obtain that: as the increase of acceptance of consumers to the distribution channel,the retail prices of the direct selling channel stay unchanged under the two cases,and the retail price of the distribution channel increases,while it is lower than that in the direct selling channel,and the wholesale price,the supplier and the platform firm's profits increase in the decentralized case; with the advance of the profit proportion of the supplier,the retail prices of two channels reduces,while the wholesale price strengthens,the supplier earns a profit gain,and the platform firm suffers a profit loss,while the total profit of the supply chain increases. Finally,we obtain the range of the profit proportion which ensures that both the supplier and the platform firm can benefit from the direct selling channel.
Due to the attraction of e-commerce platform for consumers,this paper develops a mixed selling supply chain model comprised of a supplier and a platform firm based on an e-commerce platform,where the platform firm possesses an e-commerce platform,and the supplier takes direct selling channel on the e-commerce platform,and then the platform firm shares part of the supplier's profit. Besides,the platform firm also wholesales products from the supplier and then sells them by a distribution channel. We analyze the centralized case and decentralized case respectively,and then obtain that: as the increase of acceptance of consumers to the distribution channel,the retail prices of the direct selling channel stay unchanged under the two cases,and the retail price of the distribution channel increases,while it is lower than that in the direct selling channel,and the wholesale price,the supplier and the platform firm's profits increase in the decentralized case; with the advance of the profit proportion of the supplier,the retail prices of two channels reduces,while the wholesale price strengthens,the supplier earns a profit gain,and the platform firm suffers a profit loss,while the total profit of the supply chain increases. Finally,we obtain the range of the profit proportion which ensures that both the supplier and the platform firm can benefit from the direct selling channel.
引文
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[15]刘家国,周笛,刘咏梅,赵金楼.搭便车行为影响下制造商渠道选择研究[J].系统工程学报,2014,29(6):813-823.
[16]陈树桢,熊中楷,梁喜.补偿激励下双渠道供应链协调的合同设计[J].中国管理科学,2009,17(1):64-75.
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[20] Zhang F,Wang C. Dynamic pricing strategy and coordination in a dual-channel supply chain considering service value[J]. Applied Mathematical Modelling,2018,54:722-742.
[21]但斌,徐广业.随机需求下双渠道供应链协调的收益共享契约[J].系统工程学报,2013,28(4):514-521.
[22] Jiang B J,Jerath K,Srinivasan K. Firm strategies in the“Mid Tail”of platform-based retailing[J]. Marketing Science,2011,30(5):757-775.
[23]汪敢甫,艾兴政,钟丽.考虑范围经济与产品市场风险的网络平台品类多样性销售策略[J].管理学报,2017,14(4):609-616.
[24]李晓静,艾兴政,唐小我.电子商务环境下交叉竞争供应链的渠道策略研究[J].管理学报,2017,14(3):459-465.
[25]罗春林,毛小兵,田歆.网络平台销售模式中的需求信息分享策略研究[J].中国管理科学,2017,25(8):149-157.
[26] Chiang W Y K,Chhajed D,Hess J D. Direct marketing,indirect profits:a strategic analysis of dual-channel supply-chain design[M]. Management Science,2003,49(1):1-20.
[27] Yan R L,Pei Z,Myers C. Do channel members value the multiple-cooperation strategy?[J]. Journal of Retailing and Consumer Services, 2016, 30(30):84-95.
[28]王旭坪,孙自来,詹红鑫.不同权力结构对跨境电商双渠道供应链的影响[J].系统工程学报,2017,32(3):385-396.
[2] Cattani K,Gilland W,Heese H S,Swaminathan J.Abstract boiling frogs:pricing strategies for a manufacturer adding a direct channel that competes with the traditional channel[J]. Production&Operations Management,2005,15(1):40-56.
[3]林庆,何勇.双渠道供应商的差异化定价对渠道的影响[J].系统管理学报,2017,26(4):679-684.
[4]盛昭瀚,徐峰.地区差异化背景下制造商双渠道定价策略研究[J].管理科学学报,2010,13(6):1-10.
[5]李莉,何洁,赵杰.中小制造企业在线直销与传统分销双渠道定价决策研究[J].中国管理科学,2016,24(6):70-77.
[6] Chen Y C,Fang S Y,Wen U. Pricing policies for substitutable products in a supply chain with internet and traditional channels[J]. European Journal of Operational Research,2013,224(3):542-551.
[7] Zhao J,Hou X R,Guo Y L,Wei J. Pricing policies for complementary products in a dual-channel supply chain[J]. Applied Mathematical Modelling, 2017, 49:437-451.
[8] Tian J F,Fan T J,Hu J L. Pricing policies in a dualchannel supply chain with manufacture services[C].International Conference on Computer Information Systems and Industrial Applications. 2015.
[9] Dan B,Xu G Y,Liu C. Pricing policies in a dual-channel supply chain with retail services[J]. International Journal of Production Economics, 2012, 139(1):312-320.
[10]许垒,李勇建.考虑消费者行为的供应链混合销售渠道结构研究[J].系统工程理论与实践,2013,33(7):1672-1681.
[11]李凯,孙建华,严建援.间接和混合渠道下零售商引入自有品牌的影响分析[J].运筹与管理,2017,26(1):103-112.
[12]黄松,杨超,张曦.双渠道供应链中定价与合作广告决策模型[J].计算机集成制造系统,2011,17(12):2683-2692.
[13]王晓锋,凡友荣,段永瑞,宁绍英.考虑品牌竞争的双渠道供应链定价策略研究[J].工业工程与管理,2015,20(3):36-43.
[14] Hua G W,Wang S Y,Cheng T C E. Price and lead time decisions in dual-channel supply chains[J]. European Journal of Operational Research,2010,205(1):113-126.
[15]刘家国,周笛,刘咏梅,赵金楼.搭便车行为影响下制造商渠道选择研究[J].系统工程学报,2014,29(6):813-823.
[16]陈树桢,熊中楷,梁喜.补偿激励下双渠道供应链协调的合同设计[J].中国管理科学,2009,17(1):64-75.
[17] Mukhopadhyay S K,Zhu X W,Yue X H. Optimal contract design for mixed channels under information asymmetry[J]. Production&Operations Management,2008,17(6):641-650.
[18] Wierenga B,Soethoudt H. Sales promotions and channel coordination[J]. Journal of the Academy of Marketing Science,2010,38(3):383-397.
[19]徐广业,但斌.电子商务环境下双渠道供应链协调的价格折扣模型[J].系统工程学报,2012,27(3):344-350.
[20] Zhang F,Wang C. Dynamic pricing strategy and coordination in a dual-channel supply chain considering service value[J]. Applied Mathematical Modelling,2018,54:722-742.
[21]但斌,徐广业.随机需求下双渠道供应链协调的收益共享契约[J].系统工程学报,2013,28(4):514-521.
[22] Jiang B J,Jerath K,Srinivasan K. Firm strategies in the“Mid Tail”of platform-based retailing[J]. Marketing Science,2011,30(5):757-775.
[23]汪敢甫,艾兴政,钟丽.考虑范围经济与产品市场风险的网络平台品类多样性销售策略[J].管理学报,2017,14(4):609-616.
[24]李晓静,艾兴政,唐小我.电子商务环境下交叉竞争供应链的渠道策略研究[J].管理学报,2017,14(3):459-465.
[25]罗春林,毛小兵,田歆.网络平台销售模式中的需求信息分享策略研究[J].中国管理科学,2017,25(8):149-157.
[26] Chiang W Y K,Chhajed D,Hess J D. Direct marketing,indirect profits:a strategic analysis of dual-channel supply-chain design[M]. Management Science,2003,49(1):1-20.
[27] Yan R L,Pei Z,Myers C. Do channel members value the multiple-cooperation strategy?[J]. Journal of Retailing and Consumer Services, 2016, 30(30):84-95.
[28]王旭坪,孙自来,詹红鑫.不同权力结构对跨境电商双渠道供应链的影响[J].系统工程学报,2017,32(3):385-396.