基于渠道接受差异和权力结构差异的电商平台自营影响研究
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摘要
针对由电商平台和制造商组成的网络电商平台销售模式,考虑消费者对平台自营渠道和制造商直销渠道存在接受差异及平台自营后与制造商间存在权力结构差异,构建平台自营前的基准模型和自营后竞争环境下的权力结构模型,分析不同权力结构下平台自营策略及其影响,以及平台自营后权力结构差异的影响。研究发现:3种权力结构下,渠道接受差异足够大时,平台自营才有利可图,而平台自营始终会造成制造商利润损失;平台自营后市场劣势利于平台获得较高利润;佣金费率高和渠道接受差异小时,市场优势利于制造商获得较高利润,否则是市场劣势更有利。
Given an online platform-selling mode constituted by manufacture and an e-commerce platform, there exist acceptance differences between e-platform's self-operated channel and manufacture's direct channel, and power structure differences between e-platform and manufacture after introducing self-operated channel. According to the power structure differences and considering the acceptance differences, four types of models are constructed, including the benchmark model before introducing self-operated channel and three models under different power structures after introducing. The strategy of introducing self-operated channel of e-platform and its influence under different power structures are analyzed, as well as the influence of power structure differences after introducing self-operated channel. The results reveal that: under the three power structures, only if the channel acceptance difference is large enough, introducing self-operated channel is profitable for the e-platform; introducing self-operated channel will bring down manufacturer's optimal profit. After introducing self-operated channel, for the e-platform, being market disadvantage is beneficial to gain more profit; for the manufacture, when the commission rate is high and the channel acceptance difference is low, being market advantage is more beneficial to gain more profit, otherwise, being market disadvantage is more beneficial.
Given an online platform-selling mode constituted by manufacture and an e-commerce platform, there exist acceptance differences between e-platform's self-operated channel and manufacture's direct channel, and power structure differences between e-platform and manufacture after introducing self-operated channel. According to the power structure differences and considering the acceptance differences, four types of models are constructed, including the benchmark model before introducing self-operated channel and three models under different power structures after introducing. The strategy of introducing self-operated channel of e-platform and its influence under different power structures are analyzed, as well as the influence of power structure differences after introducing self-operated channel. The results reveal that: under the three power structures, only if the channel acceptance difference is large enough, introducing self-operated channel is profitable for the e-platform; introducing self-operated channel will bring down manufacturer's optimal profit. After introducing self-operated channel, for the e-platform, being market disadvantage is beneficial to gain more profit; for the manufacture, when the commission rate is high and the channel acceptance difference is low, being market advantage is more beneficial to gain more profit, otherwise, being market disadvantage is more beneficial.
引文
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[3] CHIANG W K, CHHAJED D, HESS J D. Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply-Chain Design [J]. Management Science, 2003, 49(1):1-20.
[4] CAI G, ZHANG Z G, ZHANG M. Game Theoretical Perspectives on Dual-Channel Supply Chain Competition with Price Discounts and Pricing Schemes [J]. International Journal of Production Economics, 2009, 117(1):80-96.
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[11] WU Q, MU Y, FENG Y. Coordinating Contracts for Fresh Product Outsourcing Logistics Channels with Power Structures[J]. International Journal of Production Economics, 2015, 160:94-105.
[12] BIAN J, LAI K K, HUA Z. Service Outsourcing under Different Supply Chain Power Structures[J]. Annals of Operations Research, 2016, 248(1/2):123-142.
[13] ZHENG B, YANG C, YANG J, et al. Dual-Channel Closed-Loop Supply Chains: Forward Channel Competition, Power Structures and Coordination[J]. International Journal of Production Research, 2017, 55(12):3 510-3 527.
[14] 高鹏, 杜建国, 聂佳佳,等. 消费者后悔预期对竞争型再制造供应链权力结构的影响[J]. 中国管理科学, 2017, 25(1):78-87.
[15] 周茂森, 但斌, 周宇. 规模经济的差异化竞争制造商集团采购的权力结构模型[J]. 管理工程学报, 2017, 31(3):192-200.
[16] 金亮, 郭萌. 不同权力结构下品牌差异化制造商市场入侵的影响研究[J]. 管理学报, 2018,15(1):135-143.
[17] HAGIU A. Merchant or Two-Sided Platform?[J]. Review of Network Economics,2007,6(2):115-133.
[18] BAKOS Y, KATSAMAKAS E. Design and Ownership of Two-Sided Networks: Implications for Internet Platforms[J]. Journal of Management Information Systems, 2008, 25(2):171-202.
[19] CHEN J, FAN M, LI M. Advertising versus Brokerage Model for Online Trading Platforms [J]. MIS Quarterly, 2016, 40(3): 575-596.
[20] HAN S, FU Y, CAO B, et al. Pricing and Bargaining Strategy of E-Retail under Hybrid Operational Patterns[J]. Annals of Operations Research, 2018, 270(1/2): 179-200.
[21] 孙自来, 王旭坪, 阮俊虎,等. 考虑直销成本和平台交易费的制造商销售模式选择[J]. 管理学报, 2018,15(1):111-117.
[22] 李晓静, 艾兴政, 唐小我. 电子商务环境下交叉竞争供应链的渠道策略研究[J]. 管理学报, 2017, 14(3):459-465.
[23] RYAN J K, SUN D, ZHAO X. Competition and Coordination in Online Marketplaces[J]. Production & Operations Management, 2012, 21(6):997-1 014.
[24] KWARK Y, CHEN J, RAGHUNATHAN S. Online Product Reviews: Implications for Retailers and Competing Manufacturers[J]. Information Systems Research, 2014, 25(1):93-110.
[25] CHEN J, GUO Z. Online Advertising,Retailer Platform Openness,and Long Tail Sellers[EB/OL].(2014-08-01)[2018-09-16]. http://dx.doi.org/10.2139/ssrn.2694073.
[26] ABHISHEK V, JERATH K, ZHANG Z J. To Platform-Sell or Resell? Channel Structures in Electronic Retailing[J]. Management Science,2016, 62(8): 2 259-2 280.
[27] KWARK Y, CHEN J, RAGHUNATHAN S. Platform or Wholesale? A Strategic Tool for Online Retailers to Benefit from Third-Party Information[J]. MIS Quarterly,2017, 41(3): 763-786.
[28] TIAN L, VAKHARIA A, TAN Y R, et al. Marketplace, Reseller, or Hybrid: A Strategic Analysis of Emerging E-Commerce Model[J]. Production & Operations Management,2018,27(8): 1 595-1 610.
[29] 艾瑞咨询. 2018年中国正品电商白皮书[EB/OL].(2018-03-15)[2018-09-16]. http://jp.iresearch.com.cn/report/3230.html.
[30] 天猫商城. 天猫商城商家入驻资费标准[EB/OL].(2018-01-01)[2018-09-20]. https://pages.tmall.com/wow/seller/act/cost-standard?spm=a223k.7864291.6107009570.8.75f04ec7eYP0ic&acm=lb-zebra-14053-462070.1003.4.557679&scm=1003.4.lb-zebra-14053-462070.OTHER_14472759821233_557679.
[2] 王滔, 颜波. 博弈视角下的在线渠道决策研究[J]. 管理科学学报, 2017, 20(6):64-77.
[3] CHIANG W K, CHHAJED D, HESS J D. Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply-Chain Design [J]. Management Science, 2003, 49(1):1-20.
[4] CAI G, ZHANG Z G, ZHANG M. Game Theoretical Perspectives on Dual-Channel Supply Chain Competition with Price Discounts and Pricing Schemes [J]. International Journal of Production Economics, 2009, 117(1):80-96.
[5] CHEN Y C, FANG S C, WEN U P. Pricing Policies for Substitutable Products in a Supply Chain with Internet and Traditional Channels [J]. European Journal of Operational Research, 2013, 224(3):542-551.
[6] XIA Y, XIAO T, ZHANG G P. The Impact of Product Returns and Retailer’s Service Investment on Manufacturer’s Channel Strategies [J]. Decision Sciences, 2017, 48(5):918-955.
[7] 范小军, 刘艳. 制造商引入在线渠道的双渠道价格与服务竞争策略[J]. 中国管理科学, 2016, 24(7):143-148.
[8] 李海, 崔南方, 徐贤浩. 制造商自有品牌与制造商直销渠道的互动博弈问题研究[J]. 中国管理科学, 2016, 24(1):107-115.
[9] CHOI S C. Price Competition in a Channel Structure with a Common Retailer[J]. Marketing Science, 1991, 10(4):271-296.
[10] SHEU J B, HU T L. Channel Power, Commitment and Performance toward Sustainable Channel Relationship[J]. Industrial Marketing Management, 2009, 38(1):17-31.
[11] WU Q, MU Y, FENG Y. Coordinating Contracts for Fresh Product Outsourcing Logistics Channels with Power Structures[J]. International Journal of Production Economics, 2015, 160:94-105.
[12] BIAN J, LAI K K, HUA Z. Service Outsourcing under Different Supply Chain Power Structures[J]. Annals of Operations Research, 2016, 248(1/2):123-142.
[13] ZHENG B, YANG C, YANG J, et al. Dual-Channel Closed-Loop Supply Chains: Forward Channel Competition, Power Structures and Coordination[J]. International Journal of Production Research, 2017, 55(12):3 510-3 527.
[14] 高鹏, 杜建国, 聂佳佳,等. 消费者后悔预期对竞争型再制造供应链权力结构的影响[J]. 中国管理科学, 2017, 25(1):78-87.
[15] 周茂森, 但斌, 周宇. 规模经济的差异化竞争制造商集团采购的权力结构模型[J]. 管理工程学报, 2017, 31(3):192-200.
[16] 金亮, 郭萌. 不同权力结构下品牌差异化制造商市场入侵的影响研究[J]. 管理学报, 2018,15(1):135-143.
[17] HAGIU A. Merchant or Two-Sided Platform?[J]. Review of Network Economics,2007,6(2):115-133.
[18] BAKOS Y, KATSAMAKAS E. Design and Ownership of Two-Sided Networks: Implications for Internet Platforms[J]. Journal of Management Information Systems, 2008, 25(2):171-202.
[19] CHEN J, FAN M, LI M. Advertising versus Brokerage Model for Online Trading Platforms [J]. MIS Quarterly, 2016, 40(3): 575-596.
[20] HAN S, FU Y, CAO B, et al. Pricing and Bargaining Strategy of E-Retail under Hybrid Operational Patterns[J]. Annals of Operations Research, 2018, 270(1/2): 179-200.
[21] 孙自来, 王旭坪, 阮俊虎,等. 考虑直销成本和平台交易费的制造商销售模式选择[J]. 管理学报, 2018,15(1):111-117.
[22] 李晓静, 艾兴政, 唐小我. 电子商务环境下交叉竞争供应链的渠道策略研究[J]. 管理学报, 2017, 14(3):459-465.
[23] RYAN J K, SUN D, ZHAO X. Competition and Coordination in Online Marketplaces[J]. Production & Operations Management, 2012, 21(6):997-1 014.
[24] KWARK Y, CHEN J, RAGHUNATHAN S. Online Product Reviews: Implications for Retailers and Competing Manufacturers[J]. Information Systems Research, 2014, 25(1):93-110.
[25] CHEN J, GUO Z. Online Advertising,Retailer Platform Openness,and Long Tail Sellers[EB/OL].(2014-08-01)[2018-09-16]. http://dx.doi.org/10.2139/ssrn.2694073.
[26] ABHISHEK V, JERATH K, ZHANG Z J. To Platform-Sell or Resell? Channel Structures in Electronic Retailing[J]. Management Science,2016, 62(8): 2 259-2 280.
[27] KWARK Y, CHEN J, RAGHUNATHAN S. Platform or Wholesale? A Strategic Tool for Online Retailers to Benefit from Third-Party Information[J]. MIS Quarterly,2017, 41(3): 763-786.
[28] TIAN L, VAKHARIA A, TAN Y R, et al. Marketplace, Reseller, or Hybrid: A Strategic Analysis of Emerging E-Commerce Model[J]. Production & Operations Management,2018,27(8): 1 595-1 610.
[29] 艾瑞咨询. 2018年中国正品电商白皮书[EB/OL].(2018-03-15)[2018-09-16]. http://jp.iresearch.com.cn/report/3230.html.
[30] 天猫商城. 天猫商城商家入驻资费标准[EB/OL].(2018-01-01)[2018-09-20]. https://pages.tmall.com/wow/seller/act/cost-standard?spm=a223k.7864291.6107009570.8.75f04ec7eYP0ic&acm=lb-zebra-14053-462070.1003.4.557679&scm=1003.4.lb-zebra-14053-462070.OTHER_14472759821233_557679.