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竞合模式对平台供应链线上分销策略的影响研究 被引量:2

Impact of Co-opetition Modes on Online Distribution Strategy in Platform Supply Chain
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摘要 针对一个由制造商、网络零售商和平台企业组成的平台供应链,本文构建了一个非合作模型和三种合作策略(制造商与网络零售商合作、制造商与平台企业合作、网络零售商与平台企业合作)下的非合作模型,探讨不同合作策略对各成员企业线上分销策略以及整个平台供应链利润的影响,同时基于均分剩余值分配机制,研究了不同合作策略下的联盟稳定性。结果表明:(1)在合作动机方面,制造商总会选择合作策略,与供应链中的另外两个成员形成联盟,但网络零售商和平台企业只有在较低的佣金比率下才会形成联盟。(2)从联盟稳定性方面,制造商与网络零售商的联盟在较低的佣金比率下稳定;制造商与平台企业的联盟在中等的佣金比率下稳定;佣金比率过高时,每个成员都不会形成联盟。(3)从供应链系统利润来看,制造商和平台企业合作下的线上分销策略最优。 With the development of a new generation of information technology,online retailing has become the main consumption mode.The rapid increase in online demand has stimulated the development of online platforms such as Amazon,JD.com and Tmall,which both provide a bilaterally matched marketplace to connect sellers and buyers,and act as reseller competing with the third e-retailers on the online platform subject to an exogenous unit commission fee.Obviously,there is a co-opetitive supply chain structure that both horizontal competition and cooperation exist between the online platform and the third e-retailers.Different firms’ cooperative strategies affect the choice of online selling channels on an e-platform supply chain.Hereby,how to explore the relationship between the firms’ cooperative strategies and the different online selling modes has become an urgent issue in platform supply chain.A non-cooperative model and three co-opetition models are developed to examine how the different cooperative forms affect the online selling strategies in a platform supply chain.Where the non-cooperative model is treated as a standard to characterize the cooperative motivation for each supply chain member.What’s more,the coalition stability is analyzed based on the obtained the equal surplus division values of each supply chain member in different coalition.The results show that(1) the manufacturer always has motivations to cooperate with the other two members,while the retailer and the platform may form a coalition only when the commission fee is relatively low.(2) Considering the coalition stability,the coalition between manufacturer and online retailer is stable at a low commission ratio;The alliance between manufacturer and platform enterprise is stable at medium commission ratio;When the commission ratio is too high,each member operates independently.(3) From the perspective of the profit of supply chain system,the online distribution strategy under the cooperation between manufacturers and platform enterprises is the
作者 梁开荣 李登峰 LIANG Kai-Rong;LI Deng-Feng(School of Economics and Management,Fuzhou University,Fuzhou 350116,China;School of Management and Economics,University of Electronic Science and Technology of China,Chengdu 611731,China)
出处 《中国管理科学》 CSSCI CSCD 北大核心 2022年第12期305-316,共12页 Chinese Journal of Management Science
基金 国家自然科学基金资助项目(72071032) 国家留学基金委资助项目(202106650031)。
关键词 线上分销策略 竞合模式 非合作博弈 均分剩余值 联盟稳定性 平台供应链 online distribution strategy co-opetition model noncooperative game equal surplus division value coalition stability platform supply chain
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