摘要
本文构建了包含传统贸易和跨境电商两种销售渠道在内的理论模型,通过对不同主体选择跨境电商渠道的门槛水平的探讨,系统分析了消费者和生产者的决策选择。结果表明:传统贸易渠道的供应链越长,消费者及生产者选择跨境电商渠道的可能性就越大;单位产品为消费者带来的效用越大,消费者及生产者选择跨境电商渠道的可能性就越小;跨境电商渠道的成本加成率与传统贸易渠道的平均成本加成率之比越大,消费者选择跨境电商渠道的可能性越小,生产者选择跨境电商渠道的可能性越大。
This paper constructs a theoretical model that includes both the traditional trade channel and the cross-border e-commerce channel.By discussing the threshold level of choosing the cross-border e-commerce channel,we analyze the options of consumers and producers.The results are as follows:the longer the supply chain of the traditional trade channel,the more likely consumers and producers are to choose the cross-border e-commerce channel;the greater the utility of per product for consumers,the less likely consumers and producers are to choose the cross-border e-commerce channel;the greater the rate of the average markup of cross-border e-commerce to that of the traditional trade channel,the less likely consumers are to choose the cross-border e-commerce channel,but producers are just the opposite.
作者
马述忠
郭继文
Ma Shuzhong;Guo Jiwen(School of Economics,Zhejiang University,Hangzhou 310027)
出处
《浙江社会科学》
CSSCI
北大核心
2019年第5期23-32,13,155-156,共12页
Zhejiang Social Sciences
关键词
跨境电商
传统贸易
销售渠道
门槛水平
cross-border e-commerce
traditional trade
marketing channel
threshold level
