“借风使船”还是“自食其力”?——电子书销售模式选择探究

“By the Wind”or“By Oneself”? Research on the Selection of E-Book Sales Mode

构建了出版商领导下的电子书直销模式和批发模式两种决策模型,并探讨了不同模式下出版商、零售商和供应链利润大小关系。研究发现:当电子书直销成本较小时,尽管出版商偏好直销模式,但电子书直销模式总是侵蚀零售商利润;当直销成本较大且纸质书与电子书竞争系数也较大时,零售商偏好直销模式,但会侵蚀出版商利润;当直销成本和竞争系数在一定范围内时,出版商和零售商可以实现共赢;当出版商与零售商存在利益冲突时,一定范围内存在协调机制可实现帕累托改进。

Considering two decision-making models of e-book direct selling mode and wholesale mode under the leadership of publishers,and the relationships between the profit of publishers,retailers and supply chain under different modes were discussed.The results show that:when the direct selling cost of e-books is small,although publishers prefer direct selling mode,e-book direct selling mode always erodes retailer′s profit;when the direct selling cost is large and the competition coefficient between paper and e-books is large,retailers prefer direct selling mode,but erodes publisher′s profit;when the direct selling cost and competition coefficient are within a certain range,publisher and retailer can achieve win-win;in addition,when there is a conflict of interests between publisher and retailer,there is a coordination mechanism within a certain range to achieve Pareto improvement.