基于差异化战略的跨境电商竞争策略研究

doi:10.12005/orms.2019.0125

运筹与管理 ›› 2019, Vol. 28 ›› Issue (6): 33-40.DOI: 10.12005/orms.2019.0125

基于差异化战略的跨境电商竞争策略研究

丁锋¹, 陈军², 陈超¹, 霍佳震¹

1.同济大学经济与管理学院,上海 200092;
2.上海大学悉尼工商学院,上海 200444

收稿日期:2018-03-24 出版日期:2019-06-25
通讯作者: 丁锋(1986-),男,陕西西安人,博士,物流与供应链管理。
作者简介:丁锋(1986-),男,陕西西安人,博士,物流与供应链管理。
基金资助:
国家自然科学基金项目(71371139,70832005)

Study on Cross-border E-commerce Competitive Differentiation Strategy

DING Feng¹, CHEN Jun², CHEN Chao¹, HUO Jia-zhen¹

1.SEM Tongji University, Shanghai 200092, China;
2.SILC Shanghai University, Shanghai 200444, China

Received:2018-03-24 Online:2019-06-25

摘要/Abstract

摘要： 随着国际贸易和信息技术的不断推进,跨境电子商务在全球范围内呈爆发式地增长。因为跨境电商产品经常需要进行长距离的运输,适合其销售的种类是有限的,因此如何制定差异化战略从而在日益激烈的竞争中胜出,是许多跨境电商企业急需解决的问题。本文考虑一个包含海外供应商、平台型电商和自营型电商的双渠道跨境供应链,运用博弈模型分析了消费者偏好对商家制定差异化竞争策略的影响,并得到集中决策和分散决策下的最优产品定价和最优服务水平。分析得出,商家间的服务差异化程度与跨境电商总利润以及消费者的渠道偏好的关系受综合因素影响,单纯提高服务差异化程度并不一定能提高自身的竞争力和跨境供应链的效益;实施集中策略且服务差异度高的跨境供应链可以获得更多的利润。

关键词: 跨境电商, 差异化竞争, 供应链协调, 双渠道

Abstract: With the development of international trade and information technology, cross-border e-commerce is booming globally. However, as cross-border e-commerce products often need long-distance transport, the commodities suitable for selling in cross-border e-commerce are limited. Therefore, merchants are facing increasingly fierce competition and eager to develop a differentiation strategy to win the game. In this paper, a game model is built to analyze how consumer preferences affect the competitive strategy making in cross-border dual-channel supply chain. The optimal pricing and service level under centralized and decentralized decision are formulated. The equilibrium solution reveals that centralized decision can generate more profits, but simply increasing the service differentiation does not necessarily improve own competitiveness and the benefits of cross-border supply chains. It needs to consider the impact of comprehensive factors.

Key words: cross-border e-commerce, differentiation strategy, supply chain coordination, dual-channel

中图分类号:

F253.4

丁锋, 陈军, 陈超, 霍佳震. 基于差异化战略的跨境电商竞争策略研究[J]. 运筹与管理, 2019, 28(6): 33-40.

DING Feng, CHEN Jun, CHEN Chao, HUO Jia-zhen. Study on Cross-border E-commerce Competitive Differentiation Strategy[J]. Operations Research and Management Science, 2019, 28(6): 33-40.

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基于差异化战略的跨境电商竞争策略研究

Study on Cross-border E-commerce Competitive Differentiation Strategy

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