差异化入驻费下考虑质量敏感的平台双渠道策略

Platform Dual-Channel Strategy Considering Quality Sensitivity Under Differentiated Slotting Fees

在线上零售环境下研究了考虑服务质量敏感和渠道替代率的线上平台渠道策略.基于平台制定的固定和可变入驻费,构建供应链决策模型.通过数值分析,探讨渠道竞争和质量敏感性对企业决策的影响,确定渠道选择的边界条件.结果表明:渠道竞争加剧会提升供应商和平台质量投资,增加利润.佣金增加不总是对平台有利,佣金率过高会导致供应商退出平台,不利于其持久运营.平台规模较小时,如果固定入驻费较大,供应链不会实行双渠道策略;平台规模较大时,入驻费对渠道运营的影响小;平台渠道运营成本在一定范围内时,采取双渠道可以实现双赢.

Under the online retail environment,the online platform channel strategy was investigated considering service quality sensitivity and channel substitution rate.The decision models of supply chain were constructed based on the fixed and variable slotting fees.With the numerical analysis,the effect of channel competition and quality sensitivity on firms’decision making was explored,and the boundary conditions of channel selection were defined.The result showed that the channel competition improves quality investment of suppliers and platforms;furthermore,the profits increase.The increment of commissions is not always beneficial to platforms.Excessive commission rates would lead to the withdrawal of suppliers from platforms,which is not conducive to the long-term operation of platforms.For small-scale platforms,the supply chain doesn’t implement a double-channel structure when the fixed slotting fee is high.For large-scale platforms,the slotting fee has little impact on channel operations.When the operating cost of platforms is within a certain range,the dual-channel can achieve a win-win situation.