摘要
互联时代下频繁的促销节活动给消费者、网络零售商以及平台运营商带来利益,但消费者策略性等待购买行为产生的物流压力不仅影响消费者的购物体验,同时也增加了零售商的物流成本。基于此,研究了面对消费者的策略性购买行为,平台商是否应该在促销期为零售商实施物流补贴策略,且在物流补贴下零售商应该如何制定最优的两期降价销售策略。研究结果显示只有物流补贴足够大时才能明显提升零售商的利润与消费者剩余。对于平台运营商而言,只有当促销前夕的平台服务费较高或市场潜力较低,且消费者等待促销期降价的损失较低时,才应该实施物流补贴。且物流补贴的实施能够促进供应链的协调,实现平台商、零售商以及消费者的共赢。
The frequent sales promotion in the Internet era benefits consumers,retailers and platforms.However,the logistics pressure caused by the consumers’ strategic waiting purchasing behavior affects consumers’ shopping experience and increases retailers’ logistics cost.Based on this background,under consumers’ strategic purchasing behavior,it is investigated whether platforms should provide logistics subsidy for online retailers and how online retailers should set optimal markdown strategies in two periods under consumers’ strategic waiting behavior.The results show that the online retailer’s profit and consumer surplus can be improved only when the logistics subsidy is sufficiently large.For the platform,the logistics subsidy should be provided only when the platform service fee is in the normal selling period is high or the market potential is low and the valuation loss caused by consumers’ purchasing waiting is low.In addition,the adoption of logistics subsidy strategy can promote the coordination of the supply chain and achieve an all-win result for the platform,the online retailer and consumers.
作者
殷哲
胡芳芳
YIN Zhe;HU Fang-fang(School of Management,Shanghai University,Shanghai 200444,China)
出处
《工业工程与管理》
CSSCI
北大核心
2019年第2期88-93,共6页
Industrial Engineering and Management
基金
国家自然科学基金资助项目(71602108)
关键词
降价促销
策略性消费者
物流补贴
供应链协调
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strategic consumers
logistics subsidy
supply chain coordination
