电子商务环境下交叉竞争供应链的渠道策略研究

Research on Channel Strategy of Cross Competition Supply Chain under the Environment of Electronic Commerce

构建两个供应商与两个电子平台商存在交叉交易的供应链博弈模型,分析交叉竞争环境下,平台直销与平台分销渠道对供应链各成员决策行为的影响,识别两种渠道实现上下游企业共赢的条件及其均衡特征。研究发现:当电子平台商采用分销渠道时,其竞争对手的渠道选择严重依赖于产品竞争强度和电子平台商竞争强度;当电子平台商只提供平台,由供应商负责直销时,其竞争对手的渠道选择不受任何因素影响;当产品竞争与电子平台商竞争都相对较弱时,平台直销渠道实现了供应链所有成员的利润最大化。

In the study, a cross competitive supply chain model is established, which consists of two suppliers and two platform providers. We analyze each member＇s behavior of the supply chain with platform-distribution and platform-direct sale; we identify supply chain members＇ profits improved conditions, characteristics and limitations of game equilibrium of two channels. When the electronic platform provider using distribution channels, the channel choice of its competitors not only depends on competitive intensity of suppliers but also competitive intensity of platform. When the electronic platform provider only provides a platform, its competitors＇ channel choice is not affected by any factors. When the competitive intensity of products and platforms are not strong, the platform-direct channel is the dominant equilibrium to all members of the supply chain.