MRO线上销售联盟及收益分配问题研究

Research on MRO Online Sales Alliance and Revenue Distribution

以制造企业、网络平台和中间商作为工业品线上销售模式的构成主体,对其不同组合形成的3类销售联盟:单方联盟、两方联盟和三方联盟进行分析描述。运用Shapley值法及考虑实际收益权重的改进方法计算MRO线上销售联盟的收益分配问题。研究结果表明,三方联盟的附加收益大于等于任意两方联盟附加收益之和的一半,即可保证三方联盟中各方收益都达到最大值;任意两方联盟的附加收益增加都会使得第三方成员的边际收益减少。且基于实际责任、风险、成本及损失权益4个综合因素的变权计算方法,可使得线上销售联盟成员之间的收益分配更加公平合理,更加有利于工业品领域线上销售发展。

Taking manufacturing enterprises,network platforms and middlemen as the main components of the online sales model of industrial products,this paper analyzes and describes three kinds of sales alliances formed by different combinations:unilateral alliance,two-party alliance and three-party alliance. Shapley value method and the improved method considering the actual revenue weight are used to calculate the revenue distribution of MRO online sales alliance. The results show that the additional benefits of the three-party alliance are more than half of the sum of the additional benefits of any two parties,so that the benefits of all parties in the three-party alliance can reach the maximum value. The increase in the additional revenue of any two-party alliance will reduce the marginal revenue of the third party member. Moreover,the variable weight calculation method based on the four comprehensive factors of actual liability,risk,cost and loss rights and interests can make the income distribution among members of the online sales alliance more fair and reasonable,which is more conducive to the development of online sales in the field of industrial products.