B2C零售平台开放环境下的制造商网络营销模式选择

The Choice of Network Marketing Model for Manufacturers in B2C Retail Platform Open Environment

随着B2C零售商逐渐开放平台由单一零售模式向吸引商家入驻平台进行网络直销的混合经营模式的转变,制造商将面临两种网络直销渠道的选择问题:一是自建网络直销渠道;二是租用专业电商平台的网络直销渠道.应用Stackelberg博弈理论,建立了网络直销渠道选择模型,并给出了制造商选择不同网络直销渠道的条件.结果表明:制造商自建网络销售平台的费用、租用专业电商平台时给平台带来经营管理成本的增加以及制造商对租金讨价还价的能力将影响其对网络直销渠道的选择;同时经营管理成本和讨价还价的能力也将影响专业电商平台的出租意愿.研究结果对制造商选择不同的网络直销渠道有一定的借鉴作用.

Along with B2 Cretailer gradually opening platform changing from a single retail model to attract businessmen settled in the platform for the network of direct sales of the mixed business model,manufacturers will face two kinds of network direct channel selection problem.One is self-built network direct sales channels,the second is to rent a professional platform for electricity direct sales channels.Based on Stackelberg game theory,a direct channel selection model is established,the conditions of choosing different network direct sales channels is given to the manufacturer.The results show that the cost of the manufacturer’s self-built network sales platform,the increase in operating costs and the ability of the manufacturer to bargain the rent when renting the professional platform will affect the choice of the network direct channel.While the ability to manage costs and bargain will also affect the professional business platform rental will.The results of the study have a certain reference for manufacturers to choose different network direct sales channels.