考虑网络平台服务的电子零售商运营模式选择

doi:10.12005/orms.2021.0204

运筹与管理 ›› 2021, Vol. 30 ›› Issue (6): 226-233.DOI: 10.12005/orms.2021.0204

考虑网络平台服务的电子零售商运营模式选择

汪敢甫¹, 艾兴政², 钟丽²

1.湖北经济学院工商管理学院,湖北武汉 430205;
2.电子科技大学经济与管理学院,四川成都 611731

收稿日期:2017-05-13 出版日期:2021-06-25
作者简介:汪敢甫(1984-),男,湖北仙桃人,博士,讲师,研究方向:网络平台治理;艾兴政(1969-),男,四川华蓥人,教授,博士生导师,研究方向:供应链协调管理;钟丽(1985-),女,湖北荆州人,博士,研究方向:价值共创。
基金资助:
国家自然科学基金重点资助项目(71432003,71531003),国家自然科学基金资助项目(72072022)

The Choice of a E-retailer's Operation Modes under Network Platform Service Environment

WANG Gan-fu¹, AI Xing-zheng², ZHONG Li²

1. School of Business Administration, Hubei University of Economics, Wuhan 430205, China;
2. School of Economics and Management of UESTC, Chengdu 611731, China

Received:2017-05-13 Online:2021-06-25

摘要/Abstract

摘要： 针对供应商竞争情形下拥有网络平台的电子零售商运营模式选择问题,考虑网络平台服务对网络平台绩效的影响,研究电子零售商运营模式决策与供应商销售模式选择。本文构建了网络平台服务内生的供应商竞争模型,识别电子零售商选择转销模式或平台模式运营的条件,揭示实现帕累托改进的收益分享契约特征。研究结果显示:当产品间竞争不激烈且服务增值成本指数相对较高时,若收益分享比例小于某临界值,电子零售商偏好平台模式运营,且平台模式中网络平台服务水平高而零售价格低;当产品间竞争较激烈时,电子零售商总偏好转销模式运营;当产品市场规模不高且收益分享比例在某区域时,电子零售商和供应商都偏好平台模式。

关键词: 供应商竞争, 网络平台服务, 运营模式

Abstract: This paper studies operation modes in which two suppliers supply substitute product to a e-retailer who owns online platform and sets platform service level. The paper develops endogenous platform service model, and identifies conditions that the e-retailer chooses platform modes (or reselling modes), and examines the characteristics of revenue sharing that realizes win-win. The results show: when the competitive intensity of suppliers is low, the parameter of service cost is high, and if a proportion of revenue sharing is less than a threshold, the e-retailer prefers the platform modes; moreover, the service level is high and the retailing price is low; when the competitive intensity of suppliers is strong, the e-retailer always prefers reselling modes; when potential market size is small and the proportion of revenue sharing locates some region, the e-retailer and suppliers both prefer platform modes, otherwise the suppliers prefer reselling modes.

Key words: competing suppliers, online platform service, operation strategies

中图分类号:

F272.3

汪敢甫, 艾兴政, 钟丽. 考虑网络平台服务的电子零售商运营模式选择[J]. 运筹与管理, 2021, 30(6): 226-233.

WANG Gan-fu, AI Xing-zheng, ZHONG Li. The Choice of a E-retailer's Operation Modes under Network Platform Service Environment[J]. Operations Research and Management Science, 2021, 30(6): 226-233.

参考文献

[1] 华中生.网络环境下的平台服务及其管理问题[J].管理科学学报,2013,16(12):1-12.
[2] 贺曦鸣,胡赛全,易成,刘霞.平台服务和物流服务对网络商家信心的影响—商家信誉的调节作用[J].中国管理科学,2015,23(6):83-90.
[3] Tsay Agrawal. Channel dynamics under price and service competition[J]. Manufacturing & Service Operation Management, 2000, (4): 372-391.
[4] Jean-Charles Rochet, Jean Tirole. Platform competition in two-sided markets[J]. Journal of the European Economic Association, 2003, 1(4): 990-1029.
[5] Georey Parker G, Marshall W. Van Alstyne. two-sided network effects: a theory of information product design[J]. Management Science, 2005, 51(10): 1494-1504.
[6] Wang Y, Jing L, Shen Z J. Channel performance under consignment contract with revenue sharing[J]. Manage. Science, 2004, 50(1): 34-47.
[7] Ru J, Wang Y. Consignment contracting: who should control inventory in the supply chain?[J]. European Journal of Operational Research, 2010, 201(3): 760-769.
[8] 骆品亮,傅联英.零售企业平台化转型及其双边定价策略研究[J].管理科学学报,2014,17(10):1-12.
[9] Hagiu Andrei. Merchant or two-sided platform[J]. Review of Network Economics, 2007, 6 (2): 115-133.
[10] Hagiu Andrei, Julian Wright. Marketplace or reseller?[J]. Management Science , 2015, 61(1): 184-203.
[11] Baojun Jiang, Kinshuk Jerath, Kannan Srinivasan. Firm strategies in the mid-tail of platform-based retailing[J]. Marketing Science, 2011, 30(5): 757-775.
[12] Benny Mantin, Harish Krishann, Tirtha Dhar. The strategic role of third-party marketplace in retailing[J]. Production and Operations Management, 2014, 23(11): 1937-1949.
[13] Jennifer Ryan K, Daewon Sun, Xuying Zhao. Competition and coordination in online marketplace[J]. Production and Operations Management, 2012, 12(6): 997-1014.

考虑网络平台服务的电子零售商运营模式选择

The Choice of a E-retailer's Operation Modes under Network Platform Service Environment

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 4

编辑推荐

Metrics

[1]	沈扬, 陈克红. 产能约束下的供应商竞争[J]. 运筹与管理, 2020, 29(3): 91-98.
[2]	汪敢甫, 艾兴政, 钟丽. 基于溢出效应与平台服务的竞争网络平台的销售模式研究[J]. 运筹与管理, 2020, 29(3): 149-157.
[3]	牛水叶, 李勇建. 再制造供应链“投保策略”运营模式研究:谁应来投“产品质量保险”？[J]. 运筹与管理, 2019, 28(1): 46-53.
[4]	刘强, 苏秦. 供应商竞争下的供应链多边谈判[J]. 运筹与管理, 2011, 20(2): 50-56.