摘要
考虑制造商自建渠道受众度有限的现实,将电商平台提升制造商自建渠道受众度的溢出效应引入由一个制造商和一个电商平台所组成的在线渠道模型。分别对制造商不进驻电商平台,及进驻时分别保留和放弃自建渠道情形下的最优决策问题进行分析。结果发现,制造商进驻电商平台且保留自建渠道时最优收益的实现受消费者对其自建渠道产品偏好的影响。比较分散和集中决策的情况发现,制造商进驻电商平台时无论其是否保留自建渠道,集中决策较分散决策能带来更高的整体收益,但当电商平台的溢出效应较大且消费者对制造商自建渠道产品偏好较小时,制造商不进驻电商平台时的在线渠道整体收益高于进驻时的整体收益。最后,通过电商平台的介绍费率为不同在线渠道结构分别设计了相应协调机制,实现了在线渠道的帕累托改进。
Considering the reality of limited audience for manufacturer-owned channels, the spillover effect that can increase the audience of manufacturer-owned channel of E-business platform was introduced into an online channel model which is constituted by a manufacturer and an E-business platform which sales its own products. The problems of optimal decision making were analyzed in three scenarios. The first scenario is that the manufacturer does not enter E-business platform, the second one is that the manufacturer enters this platform and establishes its own online channel, the last one is that the manufacturer enters this platform but does not establish its own online channel. The results show that the realization of manufacturer’s optimal profit will be effected by consumers’ preference on the products selling on manufacturer’s own channel. And, if the manufacturer enters the platform, centralized decision will get more whole channel profit than decentralized decision whether manufacturer establishes its own online channel or not. But the channel will get more whole profit when the manufacturer does not enter the platform than enters the platform if the spillover effect of E-business platform is relatively high and the consumers’ preference on the product of manufacturer’s own channel is relatively small. At last, different coordination mechanisms are designed for different online channel structures according to the referral fee rate of E-business platform, which makes the online channel achieves Pareto improvement.
作者
王滔
颜波
WANG Tao;YAN Bo(School of Business Administration,Guangdong University of Finance&Economics,Guangzhou 510320,China;School of Economics and Finance,South China University of Technology,Guangzhou 510006,China)
出处
《运筹与管理》
CSSCI
CSCD
北大核心
2022年第12期173-178,共6页
Operations Research and Management Science
基金
国家自然科学基金面上项目(71871098)
广东省基础与应用基础研究基金(2022A1515010277)
广东省哲学社会科学“十三五”规划2020年度学科共建项目(GD20XGL43)
2021年度广东省普通高校青年创新人才类项目(2021WQNCX019)。
关键词
渠道溢出效应
在线渠道
协调机制
spillover effect of channel
online channel
coordination mechanism
