选择传统贸易还是跨境电商——销售渠道视角下消费者与生产者的决策分析
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摘要
本文构建了包含传统贸易和跨境电商两种销售渠道在内的理论模型,通过对不同主体选择跨境电商渠道的门槛水平的探讨,系统分析了消费者和生产者的决策选择。结果表明:传统贸易渠道的供应链越长,消费者及生产者选择跨境电商渠道的可能性就越大;单位产品为消费者带来的效用越大,消费者及生产者选择跨境电商渠道的可能性就越小;跨境电商渠道的成本加成率与传统贸易渠道的平均成本加成率之比越大,消费者选择跨境电商渠道的可能性越小,生产者选择跨境电商渠道的可能性越大。
This paper constructs a theoretical model that includes both the traditional trade channel and the cross-border e-commerce channel. By discussing the threshold level of choosing the cross-border e-commerce channel, we analyze the options of consumers and producers. The results are as follows: the longer the supply chain of the traditional trade channel, the more likely consumers and producers are to choose the cross-border e-commerce channel; the greater the utility of per product for consumers, the less likely consumers and producers are to choose the cross-border e-commerce channel; the greater the rate of the average markup of cross-border e-commerce to that of the traditional trade channel, the less likely consumers are to choose the cross-border e-commerce channel, but producers are just the opposite.
This paper constructs a theoretical model that includes both the traditional trade channel and the cross-border e-commerce channel. By discussing the threshold level of choosing the cross-border e-commerce channel, we analyze the options of consumers and producers. The results are as follows: the longer the supply chain of the traditional trade channel, the more likely consumers and producers are to choose the cross-border e-commerce channel; the greater the utility of per product for consumers, the less likely consumers and producers are to choose the cross-border e-commerce channel; the greater the rate of the average markup of cross-border e-commerce to that of the traditional trade channel, the less likely consumers are to choose the cross-border e-commerce channel, but producers are just the opposite.
引文
1.鄂立彬,黄永稳:《国际贸易新方式:跨境电子商务的最新研究》,《东北财经大学学报》2014年第2期。
2.黄翔,杨敏:《跨境电子商务的发展问题,模式与贸易互动研究》,《价格月刊》2016年第7期。
3.李霞:《基于跨境电子商务的我国外贸转型升级研究》,《改革与战略》2017年第4期。
4.罗长远,智艳,王钊民:《中国出口的成本加成率效应:来自泰国的证据》,《世界经济》2015年第8期。
5.马述忠,陈奥杰:《跨境电商:B2B抑或B2C---基于销售渠道视角》,《国际贸易问题》2017年第3期。
6.盛丹,王永进:《中国企业低价出口之谜---基于企业加成率的视角》,《管理世界》2012年第5期。
7.Anderson P.and Anderson E..The New E-commerce Intermediaries[J].MIT Sloan Management Review,2002,43(4):53~62.
8.Bakos Y..The Emerging Role of Electronic Market places on the Internet[J].Communications of the ACM,1998,41(8):35~42.
9.Benjamin R.I.and Wigand R..Electronic Markets and Virtual Value Chains on the Information Superhighway[J].Sloan Management Review,1995,36(2):62~72.
10.Bernard A.B.,Jensen J.B..Redding S.J.,et al.,Wholesalers and Retailers in US Trade[J].American Economic Review,2010,100(2):408~413.
11.Chircu A.M.and Kauffman R.J..Reintermediation Strategies in Business-to-business Electronic Commerce”[J].International Journal of Electronic Commerce,2000,4(4):7~42.
12.Cho H.and Tansuhaj P.S..Electronic Intermediaries:Research and Practice of Electronic Intermediaries in Export Marketing[J].Innovative Marketing,2011,7(3):40~51.
13.Civic Consulting,Consumer Market Study on the Functioning of E-commerce and Internet Marketing and Selling Techniques in the Retail of Goods[R].Final Report Part1:Synthesis Report,2011.
14.Feenstra R.C.and Hanson G.H..Intermediaries in Entrepot Trade:Hong Kong Re‐exports of Chinese Goods[J].Journal of Economics&Management Strategy,2004,13(1):3~35.
15.Gellman R..Disintermediation and the Internet[J].Government Information Quarterly,1996,13(1):1~8.
16.Heil D.and Prieger J.E..The Macroeconomic Impacts of E-business on the Economy[M].Hershey:IGI Global,2010.
17.Hoffman D.L.,Novak T.P.and Chatterjee P..Commercial Scenarios for the Web:Opportunities and Challenges[J].Journal of Computer-mediated Communication,1995,1(3):JCMC136.
18.Karavdic,M.and Gregory,G..Integrating E-commerce into Existing Export Marketing Theories:A Contingency Model[J].Marketing Theory,2005,5(1):75~104.
19.Lendle A.,Olarreaga M.,Schropp S.,et al..There Goes Gravity:How eBay Reduces Trade Costs[R].Policy Research Working Paper,2012.
20.Malone T.W.,Yates J.and Benjamin R.I..Electronic Markets and Electronic Hierarchies[J].Communications of the ACM,1987,30(6):484~497.
21.Prieger,J.E.and Heil,D..The Microeconomic Impacts of E-business on the Economy[M].Hershey:IGI Global,2010.
22.Sarkar M.B.,Butler B.and Steinfield C..Intermediaries and Cybermediaries:A Continuing Role for Mediating Players in the Electronic Marketplace”[J].Journal of Computer-mediated Communication,1995,1(3):1~14.
23.Sen R.and King R.C..Revisit the Debate on Intermediation,Disintermediation and Reintermediation due to E-commerce[J].Electronic Markets,2003,13(2):153~162.
24.Spulber D.F..Market Microstructure and Intermediation[J].Journal of Economic Perspectives,1996,10(3):135~152.
(1)数据来源于艾媒咨询发布的《2017-2018中国跨境电商市场研究报告》,http://www.100ec.cn/detail--6436278.html。
(2)模型中所提到的跨境电商,除特别说明,均指跨境电商B2C。
(3)无特殊说明的情况下,本文中n i=1Σai a=Σai a。
2.黄翔,杨敏:《跨境电子商务的发展问题,模式与贸易互动研究》,《价格月刊》2016年第7期。
3.李霞:《基于跨境电子商务的我国外贸转型升级研究》,《改革与战略》2017年第4期。
4.罗长远,智艳,王钊民:《中国出口的成本加成率效应:来自泰国的证据》,《世界经济》2015年第8期。
5.马述忠,陈奥杰:《跨境电商:B2B抑或B2C---基于销售渠道视角》,《国际贸易问题》2017年第3期。
6.盛丹,王永进:《中国企业低价出口之谜---基于企业加成率的视角》,《管理世界》2012年第5期。
7.Anderson P.and Anderson E..The New E-commerce Intermediaries[J].MIT Sloan Management Review,2002,43(4):53~62.
8.Bakos Y..The Emerging Role of Electronic Market places on the Internet[J].Communications of the ACM,1998,41(8):35~42.
9.Benjamin R.I.and Wigand R..Electronic Markets and Virtual Value Chains on the Information Superhighway[J].Sloan Management Review,1995,36(2):62~72.
10.Bernard A.B.,Jensen J.B..Redding S.J.,et al.,Wholesalers and Retailers in US Trade[J].American Economic Review,2010,100(2):408~413.
11.Chircu A.M.and Kauffman R.J..Reintermediation Strategies in Business-to-business Electronic Commerce”[J].International Journal of Electronic Commerce,2000,4(4):7~42.
12.Cho H.and Tansuhaj P.S..Electronic Intermediaries:Research and Practice of Electronic Intermediaries in Export Marketing[J].Innovative Marketing,2011,7(3):40~51.
13.Civic Consulting,Consumer Market Study on the Functioning of E-commerce and Internet Marketing and Selling Techniques in the Retail of Goods[R].Final Report Part1:Synthesis Report,2011.
14.Feenstra R.C.and Hanson G.H..Intermediaries in Entrepot Trade:Hong Kong Re‐exports of Chinese Goods[J].Journal of Economics&Management Strategy,2004,13(1):3~35.
15.Gellman R..Disintermediation and the Internet[J].Government Information Quarterly,1996,13(1):1~8.
16.Heil D.and Prieger J.E..The Macroeconomic Impacts of E-business on the Economy[M].Hershey:IGI Global,2010.
17.Hoffman D.L.,Novak T.P.and Chatterjee P..Commercial Scenarios for the Web:Opportunities and Challenges[J].Journal of Computer-mediated Communication,1995,1(3):JCMC136.
18.Karavdic,M.and Gregory,G..Integrating E-commerce into Existing Export Marketing Theories:A Contingency Model[J].Marketing Theory,2005,5(1):75~104.
19.Lendle A.,Olarreaga M.,Schropp S.,et al..There Goes Gravity:How eBay Reduces Trade Costs[R].Policy Research Working Paper,2012.
20.Malone T.W.,Yates J.and Benjamin R.I..Electronic Markets and Electronic Hierarchies[J].Communications of the ACM,1987,30(6):484~497.
21.Prieger,J.E.and Heil,D..The Microeconomic Impacts of E-business on the Economy[M].Hershey:IGI Global,2010.
22.Sarkar M.B.,Butler B.and Steinfield C..Intermediaries and Cybermediaries:A Continuing Role for Mediating Players in the Electronic Marketplace”[J].Journal of Computer-mediated Communication,1995,1(3):1~14.
23.Sen R.and King R.C..Revisit the Debate on Intermediation,Disintermediation and Reintermediation due to E-commerce[J].Electronic Markets,2003,13(2):153~162.
24.Spulber D.F..Market Microstructure and Intermediation[J].Journal of Economic Perspectives,1996,10(3):135~152.
(1)数据来源于艾媒咨询发布的《2017-2018中国跨境电商市场研究报告》,http://www.100ec.cn/detail--6436278.html。
(2)模型中所提到的跨境电商,除特别说明,均指跨境电商B2C。
(3)无特殊说明的情况下,本文中n i=1Σai a=Σai a。