摘要
研究了制造商在混合型电商平台上5种销售模式:分销模式、使用平台物流的代理模式(FBP)、非平台物流的代理模式(SOP)、分销+FBP模式、分销+SOP模式的选择问题.分别构建了不存在数据驱动营销(DDM)和存在DDM两种情形下电商供应链模型,刻画了不同条件下制造商的最优销售策略.研究表明:不论是否存在DDM,纯代理模式所获取的盈利总是低于分销+代理模式,因此FBP和SOP作为严格劣势策略而始终被剔除在外.若不存在DDM或DDM的效率较低,制造商在佣金费率和单位销售成本均较大时选择分销模式,反之选择单位销售成本相对较低的代理渠道组成分销+代理模式.有悖于直觉,当DDM的效率较高时,佣金费率低诱导制造商选择分销模式,高佣金费率反而使制造商倾向分销+代理.最后通过数值模拟扩展分析了制造商和平台的利润增长率变化以及消费者剩余和社会福利的多寡.
This study investigates the manufacturer’s preferences between reselling,fulfillment by pop(FBP),sales on pop(SOP),reselling&FBP,reselling&SOP.We stylized the e-commerce supply chain models without data-driven marketing(DDM)and with DDM,and characterize the manufacturer’s optimal sales mode.Result shows that whether there is DDM or not,the profit obtained by agency selling is always lower than reselling&agency selling,so FBP and SOP are always excluded as strict disadvantages.When there is no DDM,only when the commission rate and unit sales cost are large,the manufacturer selects reselling.On the contrary,the manufacturer selects reselling&agency selling with relatively low unit sales cost.Contrary to intuition,when the efficiency of DDM is high,low commission rate will induce manufacturer to choose reselling mode,and high commission rate will make manufacturer tend to reselling&agency selling.Finally,we analyze the change in the profit growth rate of manufacturer and platform,as well as the amount of consumer surplus and social welfare through numerical simulation.
作者
刘震
郭强
聂佳佳
LIU Zhen;GUO Qiang;NIE Jiajia(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Service Science and Innovation Key Laboratory of Sichuan Province,Southwest Jiaotong University,Chengdu 610031,China)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2022年第8期2160-2173,共14页
Systems Engineering-Theory & Practice
基金
国家自然科学基金面上项目(72071165)
服务科学与创新四川省重点实验室开放课题(KL2107)。
关键词
数据驱动营销
代理销售
分销
电商平台
data-driven marketing
agency selling
reselling
e-commerce platform
