摘要
随着人们生活水平的提高,消费者在购买生鲜产品时除了考虑价格,也会更加注重其质量。为此,在单一生鲜供应商和单一复合型电商平台组成的供应链系统中,通过构建“质量-价格”竞争下供应商和电商平台之间的两阶段博弈模型,深入探讨生鲜产品质量差异下双方的销售模式(即代理或批发模式)选择问题。研究发现:(1)生鲜产品不同质量之间的竞争强度和佣金率是影响供应商和电商平台销售模式选择的主要因素;(2)当佣金率较高时,电商平台采取代理模式销售高质量生鲜产品,而供应商则采取批发模式;(3)当佣金率适中,且不同质量产品间的竞争强度和质量水平满足一定条件时,若销售高质量生鲜产品,则供应商和电商平台均采取代理模式;若销售低质量生鲜产品,则双方采取代理模式或批发模式。
Against the background of the rapid development of platform economy,many e-commerce platforms have opened up the fresh products market,and invested a lot of money,so that the fresh e-commerce field has entered the high-speed development of the fast lane.At the same time,online retailers,which have traditionally served only as distributors,are beginning to offer online marketing services,establishing a direct link between buyers and sellers.For example,JD has become a hybrid platform by offering online marketing services,using a wholesale mode to act as an online retailer and an agency mode to connect buyers and sellers as an intermediary platform.Based on this,fresh products can be attached to the rich sales mode of hybrid e-commerce platform and sold efficiently during the preservation period to meet consumers’demand for high-quality fresh products.It’s a mutually beneficial partnership for fresh suppliers and e-commerce platforms.In fact,fresh e-commerce platform enterprises usually operate in wholesale mode and agency mode.For example,JD Fresh has both Jingmi Fresh(wholesale mode)and Youjihui Fresh(agency mode).However,with the improvement of people’s income and living standard,consumers will pay more attention to the quality of fresh products besides the price.As we know,if the products purchased and resold by an e-commerce platform from a supplier are the same kind as those sold by the supplier,there will be competition between the two parties.In addition,in order to be more competitive in their own sales channels,the quality of similar products sold by both sides often differs.However,quality differences in products usually produce price competition and differences.Therefore,the quality difference of similar products will affect the market demand of consumers,and thus affect the income of e-commerce platforms and suppliers.So when the quality of similar products is different,how should platform enterprises and suppliers choose their sales mode?Therefore,in the supply chain system composed of a single
作者
林强
陈亮君
林晓刚
LIN Qiang;CHEN Liangjun;LIN Xiaogang(School of Management,Guangdong University of Technology,Guangzhou 510520,China)
出处
《运筹与管理》
CSCD
北大核心
2023年第2期22-28,共7页
Operations Research and Management Science
基金
国家自然科学基金资助项目(71601053,71802056,72001048)
广东省基础与应用基础研究基金(2019A1515011767,2019A1515110848,2021A1515011969)
广东省哲学社会科学规划项目(GD19YGL12)。
