考虑直销成本和平台交易费的制造商销售模式选择

Sales Modes Selection for the Manufacturer Considering Direct Selling Cost and Platform Transaction Fee

在单个制造商和单个B2C电子零售商组成的销售系统中,从制造商的视角构建3种销售模式:网上直销渠道模式、平台旗舰店模式及批发销售模式。通过比较每两种销售模式的收益,探讨制造商销售模式选择的决策依据。研究发现:当需求价格弹性较大,且自建网上直销渠道模式销售成本较小时,制造商选择网上直销渠道模式,若直销成本较大,制造商选择平台旗舰店模式或批发销售模式;当需求服务弹性较大时,不管直销成本大小,制造商都选择平台旗舰店模式或批发销售模式;当B2C电子零售商平台交易费比例较小,且需求价格弹性较大时,制造商选择平台旗舰店模式,若需求服务弹性较大,制造商选择批发销售模式。

Considering a marketing system composed of a manufacturer and a B2C e-retailer, three sales modes, namely online direct channel mode, platform flagship store mode and wholesale sales mode, are developed from the perspective of a manufacturer, and then, the decision-making bases of sales mode selection for a manufacturer are discussed through comparing the profits of every two kinds of sales mode. The results show that, when the price elasticity of demand is large, the manufacturer chooses the direct channel mode under the condition that the direct channel~ s unit sales cost is very small; otherwise, it will choose the B2C e-commerce platform flagship store mode or wholesale mode. When the service elasticity of demand is large, the manufacturer chooses the B2C e-commerce platform flagship store mode or wholesale sales mode no matter how much the direct selling cost is. When the transaction fee ratio of the B2C e-commerce platform is small as well as the price elasticity of demand is large, the manufacturer chooses the B2C e-commerce platform flagship store mode, or chooses the wholesale mode if the service elasticity of demand is large.