零售商营销渠道和物流服务模式选择——基于平台经济的视角

Research on the Selection of Retailer s Marketing Channel and Logistics Service Mode Under the Background of Platform Economy

平台经济为零售业资源整合、释放创新活力带来新动能,零售商进入平台市场时可以选择不同的营销渠道和物流服务模式。通过构建竞合博弈模型分析零售商选择不同营销渠道和物流服务模式的市场条件。结果表明:(1)零售商的营销渠道和物流服务模式选择相互影响。(2)当零售商入驻开放平台时,更加倾向于使用平台物流;当零售商自建新平台时,更加倾向于使用第三方物流。(3)当零售商的用户群体较大时,零售商为了规避渠道劣势会选择自建新平台;如果零售商的用户群体较小,零售商为了获得更多的市场份额会选择入驻开放平台。(4)当零售商对物流服务水平要求较高时,零售商为了增强竞争力会选择使用平台物流;当零售商对物流服务水平要求较低时,零售商为了降低成本会选择使用第三方物流。因此,零售商需要综合评估自建新平台时的用户群体、新建平台与开放平台的实力对比,以及第三方物流的服务效率和费用水平等多方面因素,选择匹配最优的营销渠道和物流服务模式。

Platform economy helps the retail industry integrate resources and release innovation vitality.When retailers enter the market,they can choose different marketing channels and logistics service modes.We build a competition and cooperation game model,and analyze the market conditions for retailers to choose different marketing channels and logistics service modes.The results show that:(1)The choice of retailers marketing channels and logistics service modes affect each other.(2)When retailers settle in the open platform,they are more inclined to use the platform logistics;When retailers build new platforms,they are more inclined to use third-party logistics.(3)When the user group of retailers is large,retailers will choose to build a new platform in order to avoid channel disadvantages;If the user group of retailers is small,retailers will choose to settle in the open platform in order to obtain more market share.(4)When retailers have high requirements for logistics service level,retailers will choose to use platform logistics in order to enhance their competitiveness;When retailers have low requirements for logistics service level,retailers will choose to use third-party logistics in order to reduce costs.