基于电商平台的定价顺序和销售模式选择

The Pricing Order and Sales Format Choice Based on E-commerce Platform

针对由一个多渠道零售商和一个平台商组成的供应链,以及电商平台的代理和转售两种销售模式,研究供应链成员在转售模式下的最优定价顺序,以及销售模式对供应链成员的影响。研究表明:转售模式下,供应链成员都在自己先制定零售价格时获得最高收益,在对方先制定零售价格时获得最低收益;多渠道零售商先制定零售价格时,所有零售价格都位于最低水平,但批发价格位于最高水平,而平台商先制定零售价格时,正相反;当佣金费率高于中等水平但不是很大或消费者的交叉价格敏感性足够大时,供应链成员都倾向于选择代理模式,否则,他们倾向的销售模式并不相同。

This paper considers a supply chain with a multichannel retailer and an e-tailer who owns e-commerce platform with two sales formats,e.g.,agency format and resale format.Based on this framework,this paper studies the optimal pricing order of supply chain members under the resale format and the influence of sales format on supply chain members.The results show that under resale format,one supply chain member gets the highest revenue when he/she first sets retail price and the lowest revenue when the other supply chain member first sets retail price.Besides,when the multichannel retailer first sets retail price,all retail prices are at the lowest level,while wholesale price is at the highest level;when the e-tailer first sets retail price,however,the opposite is true.When the commission rate is higher than medium level but not very highor when the consumers’ cross-price sensitivity is large enough,the multichannel retailer and the e-tailer both tend to choose agency format;otherwise,they tend to choose different sales formats.