摘要
同一电商平台上,可能存在分销(自营店铺)和直销(旗舰店铺)两种渠道,制造商在平台开设旗舰店铺直销产品,电商平台开展直播营销对产品进行销售.在电商平台提供物流服务和直播营销服务前提下,研究由一个制造商和一个电商平台组成的线上双渠道供应链.综合运用消费者效用函数,基于动态博弈分析物流服务水平影响下的线上双渠道供应链决策及协调问题.研究发现:制造商与电商平台建立良好的合作关系,可以避免“双重边际效应”对供应链的影响,从而减少渠道冲突;两部定价契约不仅可以实现线上双渠道供应链协调,而且有效提高制造商和电商平台的收益,使二者双赢.
On the same e-commerce platform,there may be both distribution(self-owned shops)and direct sales(flagship shops)channels,with manufacturers opening flagship shops on the platform to sell their products directly and the e-commerce platform carrying out live broadcast marketing to sell the products.An online dual-channel supply chain consisting of a manufacturer and an e-commerce platform is studied on the premise that the e-commerce platform provides logistics services and live broadcast marketing services.A dynamic game is used to analyse the decision making and coordination of the online dual-channel supply chain under the influence of logistics service levels.The study finds that a good partnership between the manufacturer and the e-commerce platform can avoid the impact of the“double marginal effect”on the supply chain and thus reduce channel conflicts.The two pricing contracts can not only achieve the coordination of the online dual-channel supply chain,but also effectively increase the profitability of the manufacturer and the e-commerce platform,making it a win-win situation for both.
作者
于晓辉
于亚南
何雁翎
周卫青
苏子涵
YU Xiaohui;YU Yanan;HE Yanling;ZHOU Weiqing;SU Zihan(Institute for Carbon Peak and Neutrality,Beijing Wuzi University,Beijing 101149;Logistics School,Beijing Wuzi University,Beijing 101149;Electric Power Scientific Research Institute,Hebei Electric Power Company Limited,Beijing 100045)
出处
《系统科学与数学》
CSCD
北大核心
2024年第9期2751-2768,共18页
Journal of Systems Science and Mathematical Sciences
基金
国家自然科学基金(72171024,71801016,72074002)
北京市属高校优秀青年人才培养计划(BPHR201103154)
北京市教委社科重点项目(SZ202310037015)资助课题。
关键词
线上双渠道
物流服务水平
直播营销
两部定价
Online dual-channel
logistics service level
live broadcast marketing
two-part pricing
