摘要
社区电商助力社区小店转型升级,赋能零售业数字化创新发展。在由一个社区电商平台和社区小店组成的社区电商供应链中,电商平台可选择佣金模式或毛利分成模式与社区小店进行合作。本文考虑社区电商的社交与购物双重属性,以净推荐值(net promoter score,NPS)描述用户中推荐者与贬损者对产品口碑的综合影响,并利用巴斯扩散模型刻画社区电商口碑“形成-传播”的需求扩散过程模型,结合效用理论构建市场需求函数,在此基础上分别研究佣金和毛利分成两种模式下社区电商供应链的最优决策。研究表明,社区电商平台在佣金模式下难以实现利润最大化,而当平台与社区小店服务成本系数满足一定条件时,存在最优分成系数使得毛利分成模式下两个主体利润均最大。口碑传播效果越显著,两种模式下供应链主体利润越高,指出提高订单密度对社区电商发展的重要性。数值算例揭示出推动社区电商产品优质、优服、优价,形成差异化市场服务以及降本增效的必要性,为推动社区小店数字化转型升级、与电商平台线上线下融合发展提供重要的理论指导。
The economic development of community stores directly affects people′s livelihood and the foundation of the community.A digital supply chain system can be built for community stores with the community e-commerce model,to effectively match people with goods,and to help community stores create a convenient 15-minute life circle.This paper discusses the optimized design for cooperative decision-making in community e-commerce platforms and community stores.Findings are of theoretical and practical significance,offering further insight on means to ensure the healthy and sustainable development of community e-commerce supply chains.In general,a community e-commerce supply chain is composed of a community e-commerce platform and a community store.E-commerce platforms use either the“commission”or the“gross profit-sharing”model when cooperating with a community store.With the commission model,the community store receives commissions based on order quantity and acts as a service point to provide customers with delivery services.Community e-commerce platforms such as Meituan Youxuan and Duoduo Maicai cooperate with community stores using this model.The gross profit-sharing model involves an alliance between the platform and the community store,where a certain proportion of gross profit is divided between the parties.Community e-commerce platforms such as Tao CAI CAI and Jingxi use this model with community stores.The two cooperation models vary in terms of how profit is calculated,the levels of service offered by the community e-commerce platforms and small stores,and their products′retail prices.Considering that community e-commerce comprises social and commercial aspects,its success is influenced by people who are willing to promote products and those who will not.The Net Promoter Score(NPS)collects this data.The“demand diffusion process”is provided with the“bass diffusion”model to describe the form-spread process of the word-of-mouth,and the market demand functions are constructed using the utility th
作者
徐娜
赵林度
陈静
于浍
XU Na;ZHAO Lindu;CHEN Jing;YU Hui(Southeast University,School of Economics and Management,Nanjing 210000,China;Shandong Technology and Business University,School of Business Administration,Yantai 264005,China;Harbin University of Science and Technology,School of Automation,Harbin 150080,China)
出处
《管理工程学报》
CSCD
北大核心
2023年第4期233-243,共11页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(72071039)
中国博士后科学基金资助项目(2021M690606)
山东省自然科学基金资助项目(ZR2020QG022)。
关键词
服务水平
供应链合作
社区电商
净推荐值
巴斯扩散模型
Service level
Supply chain cooperation
Community e-commerce
Net Promoter Score(NPS)
Bath diffusion model
