基于差异化战略的跨境电商竞争策略研究
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摘要
随着国际贸易和信息技术的不断推进,跨境电子商务在全球范围内呈爆发式地增长。因为跨境电商产品经常需要进行长距离的运输,适合其销售的种类是有限的,因此如何制定差异化战略从而在日益激烈的竞争中胜出,是许多跨境电商企业急需解决的问题。本文考虑一个包含海外供应商、平台型电商和自营型电商的双渠道跨境供应链,运用博弈模型分析了消费者偏好对商家制定差异化竞争策略的影响,并得到集中决策和分散决策下的最优产品定价和最优服务水平。分析得出,商家间的服务差异化程度与跨境电商总利润以及消费者的渠道偏好的关系受综合因素影响,单纯提高服务差异化程度并不一定能提高自身的竞争力和跨境供应链的效益;实施集中策略且服务差异度高的跨境供应链可以获得更多的利润。
With the development of international trade and information technology,cross-border e-commerce is booming globally. However,as cross-border e-commerce products often need long-distance transport,the commodities suitable for selling in cross-border e-commerce are limited. Therefore,merchants are facing increasingly fierce competition and eager to develop a differentiation strategy to win the game. In this paper,a game model is built to analyze how consumer preferences affect the competitive strategy making in cross-border dual-channel supply chain. The optimal pricing and service level under centralized and decentralized decision are formulated.The equilibrium solution reveals that centralized decision can generate more profits,but simply increasing the service differentiation does not necessarily improve own competitiveness and the benefits of cross-border supply chains. It needs to consider the impact of comprehensive factors.
With the development of international trade and information technology,cross-border e-commerce is booming globally. However,as cross-border e-commerce products often need long-distance transport,the commodities suitable for selling in cross-border e-commerce are limited. Therefore,merchants are facing increasingly fierce competition and eager to develop a differentiation strategy to win the game. In this paper,a game model is built to analyze how consumer preferences affect the competitive strategy making in cross-border dual-channel supply chain. The optimal pricing and service level under centralized and decentralized decision are formulated.The equilibrium solution reveals that centralized decision can generate more profits,but simply increasing the service differentiation does not necessarily improve own competitiveness and the benefits of cross-border supply chains. It needs to consider the impact of comprehensive factors.
引文
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[11]郑云坚,程熙鎔,王丹.电子商务市场产品多元化战略的销售绩效及驱动因素研究[J].北京交通大学学报(社会科学版),2016,15(4):65-73.
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[14] Porter M E. Competitive strategy:techniques for analyzing industries and competitors[J]. Social Science Electronic Publishing,1980,2:86-87.
[15]刁新军,杨德礼,佟斌.具有不对称网络外部性和纵向差异化的产品竞争策略[J].运筹与管理,2011,20(3):23-29.
[16]肖迪,袁敬霞,包兴.质量与价格双重竞争情景下的供应链协调策略分析[J].中国管理科学,2013,21(4):82-88.
[17]张喜征,刘琛,张人龙.基于可替代产品竞争的双渠道供应链定价与协调[J].软科学,2016,30(3):121-125.
[18]王瑶,但斌,刘灿,张旭梅.服务具有负溢出效应的异质品双渠道供应链改进策略[J].管理学报,2014,11(5):758-763
[19]王春苹,南国芳,李敏强,寇纪淞.寡头市场信息产品与服务的最优定价策略[J].管理科学学报,2016,19(3):92-106
[20] Liu X J,Chen D Y,Cai J S. The operation of the crossborder e-commerce logistics in china[J]. International Journal of Intelligent Information Systems,2015,4:15-18.
[21] Chen J,Yang Y. Service cooperation policy in a dualchannel supply chain under service differentiation[J].American Journal of Industrial and Business Management,2014,4(6):284-294.
[2] Liu X J,Chen D Y,Cai J S. The operation of the crossborder e-commerce logistics in china[J]. International Journal of Intelligent Information Systems,2015,4(2):15-18.
[3] iResearch. 2014 China cross-border e-commerce report(brief edition)[EB/OL]. Available at:http://californiacenter. us/wp-content/uploads/2015/02/2014-ChinaCross-border-E-commerce-Report-Brief-Edition. pdf(05January 2015).
[4] Alizila. Cross-border e-commerce to reach$1 trillion in2020[EB/OL]. Available at:http://www. alizila. com/cross-border-e-commerce-to-reach-1-trillion-in-2020/(11June 2015).
[5] AliResearch. The prospect for the global cross-border B2C e-commerce market[R]. Beijing:AliResearch,2015.
[6] Research and Markets. Europe cross-border B2C ecommerce 2015[R]. Dublin:Business Wire,2015.
[7] iResearch. 2016 China cross-border online shoppers report[EB/OL]. Available at:http://californiacenter. us/wpcontent/uploads/2015/01/2016-Chinas-Cross-borderEcommerce-Report. pdf(accessed 21 March 2016).
[8] Huang S,Yang C,Zhang X. Pricing and production decisions in dual-channel supply chains with demand disruptions[J]. Computers&Industrial Engineering,2012,62:70-83.
[9]刘汉进,范小军,陈宏民.零售商价格领导权结构下的双渠道定价策略研究[J].中国管理科学,2015,23(6):91-98.
[10]邓明荣,卢秀娟.需求信息不对称下基于信号博弈的双渠道供应链研究[J].运筹与管理,2016,25(4):125-133.
[11]郑云坚,程熙鎔,王丹.电子商务市场产品多元化战略的销售绩效及驱动因素研究[J].北京交通大学学报(社会科学版),2016,15(4):65-73.
[12] Hotelling H. Stability in competition[J]. Economic Journal,1929,39(153):41-57.
[13] Chamberlin T C. The method of multiple working hypotheses:with this method the dangers of parental affection for a favorite theory can be circumvented[J]. Science,1965,148(3671):754.
[14] Porter M E. Competitive strategy:techniques for analyzing industries and competitors[J]. Social Science Electronic Publishing,1980,2:86-87.
[15]刁新军,杨德礼,佟斌.具有不对称网络外部性和纵向差异化的产品竞争策略[J].运筹与管理,2011,20(3):23-29.
[16]肖迪,袁敬霞,包兴.质量与价格双重竞争情景下的供应链协调策略分析[J].中国管理科学,2013,21(4):82-88.
[17]张喜征,刘琛,张人龙.基于可替代产品竞争的双渠道供应链定价与协调[J].软科学,2016,30(3):121-125.
[18]王瑶,但斌,刘灿,张旭梅.服务具有负溢出效应的异质品双渠道供应链改进策略[J].管理学报,2014,11(5):758-763
[19]王春苹,南国芳,李敏强,寇纪淞.寡头市场信息产品与服务的最优定价策略[J].管理科学学报,2016,19(3):92-106
[20] Liu X J,Chen D Y,Cai J S. The operation of the crossborder e-commerce logistics in china[J]. International Journal of Intelligent Information Systems,2015,4:15-18.
[21] Chen J,Yang Y. Service cooperation policy in a dualchannel supply chain under service differentiation[J].American Journal of Industrial and Business Management,2014,4(6):284-294.