服务质量视角下电商供应链的竞争研究

Competition analysis of e-commerce supply chain considering service quality

文章通过建立电商供应链竞争模型,从服务质量的角度考虑大数据营销服务的有效性,分析并研究电商供应链服务质量改进策略和定价策略。结果表明,电商供应链关于服务质量改进的竞争是典型的囚徒困境问题,博弈参与者均会选择提高服务质量。在电商供应链竞争过程中,服务价格要与服务质量相匹配,否则就会伤害电商平台的市场份额。电商平台要密切关注消费者对于大数据营销服务的接受度,确保大数据营销服务的有效性。

By establishing the competitive model of e-commerce supply chain,the effectiveness of big data marketing services is considered from the perspective of service quality,and the improvement strategy and pricing strategy of e-commerce supply chain service quality are analyzed and studied.The results show that the competition of e-commerce supply chain on service quality improvement is a typical prisoner’s dilemma,and game participants will choose to improve service quality.In the process of e-commerce supply chain competition,the service price should match the service quality,otherwise it will hurt the market share of e-commerce platform.E-commerce platforms should pay close attention to consumer acceptance of big data marketing services to ensure the effectiveness of big data marketing services.