考虑网络外部性下电商平台参与的供应链定价策略

Consider the E-supply Chain Pricing Strategy of Network Externalities

随着平台经济的兴起和电子商务的蓬勃发展,网络外部性的作用也越发为人们所重视。基于此背景,文章考虑制造商和电商平台共同组成的网络供应链的定价策略问题,构建二级供应链网络。首先,构建无网络外部性的集中、分散决策下的动态供应链模型;其次,引入网络外部性在电子商务平台中的作用,分析在网络外部性的影响下,双方的最优决策的变化。研究表明:在考虑网络外部性的影响下,两种决策下的平台售价、服务成本都有不同程度的提高,集中决策下的电商平台为了供应链的整体利益,更有动机增加网络成本投入,实现利益最大化。前期网络平台成本较低时,集中决策下的产品售价大于分散决策产品售价,但随平台成本提升,优势逐渐弱化,甚至消失;集中决策下的平台服务水平优势不随网络外部性的变化而变化。最后,通过设计利益共享契约实现了电子商务供应链双方的整体协调,解决了网络外部性下分散决策的劣势扩大化问题。

With the rise of platform economy and the vigorous development of e-commerce,the role of network externality has become more and more important.Based on this background,this paper considers the pricing strategy of the network supply chain composed of manufacturers and e-commerce platforms,and constructs the secondary supply chain network.First,to build a dynamic supply chain model without network externality under centralized and decentralized decision-making,secondly,to introduce the role of network externality in e-commerce platform,and to analyze the change of the optimal decision-making of both sides under the influence of network externality.The research shows that:under the influence of network externality,the platform price and service cost are raised to varying degrees under both decision-making,and the e-commerce platform under the centralized decision-making is more motivated to increase the network cost input and maximize the benefit.When the cost of the network platform is low in the early period,the price of the product under the centralized decision is greater than the price of the decentralized decision-making product,but with the platform cost increases,the advantage gradually weakens or even disappears;finally,the overall coordination between the two sides in the e-commerce supply chain is realized by designing benefit-sharing contract,and the problem of the disadvantage expansion of decentralized decision-making under the network externality is solved.