考虑电商平台服务投资的平台渠道引入策略

Strategic Introduction of the Marketplace Channel Considering E-commerce Platform Service Investment

针对由单个制造商和单个电商平台组成的在线销售系统,构建了电商平台无服务投资下是否引入平台渠道、电商平台服务投资下是否引入平台渠道的四个决策模型,运用博弈论方法,探讨了电商平台服务投资决策对平台渠道引入决策的影响。发现:电商平台服务投资可促进平台渠道的引入,且促进效应随着消费者对服务敏感程度的增加而增加;只有当平台渠道的佣金费率处于中等范围且平台渠道的销售成本较小时,在线销售系统中才有可能引入平台渠道;电商平台服务投资是一种占优策略,且可实现帕累托改进。最后,研究表明制造商使用两部定价策略可以促使电商平台提供使系统收益最大化的服务水平,进一步实现双赢。

There are two main sales channels for the e-commerce platform:(1) reseller channel, the manufacturer wholesales products to the e-commerce platform, the ownership of the products belongs to the e-commerce platform;(2) marketplace channel, the manufacturer opens a flagship store or a specialty store on the e-commerce platform to directly sell to the consumer, pays a certain commission fee to the e-commerce platform according to the product category, and the ownership of the product belongs to the manufacturer. In recent years, some e-commerce platforms(such as JD.com, Amazon, etc.) that initially only have reseller channel have introduced the marketplace channel. After the introduction of the marketplace channel, channels on the e-commerce platform are highly competitive. Since the e-commerce platform has ownership of reseller channel products, therefore, most e-commerce platforms increase the competitiveness of reseller channel through service investment.Based on the above realistic background, four decision-making models are constructed for whether or not to introduce the marketplace channel with and without e-commerce platform service investment for the online sales system consisting of one single manufacturer and one single e-commerce platform, and the game theory method is used to explore the impact of e-commerce platform service investment decision-making on the introduction of the marketplace channel.It is found that service investment can promote the introduction of the marketplace channel, and the promotion effect increases as consumers become more sensitive to services;Only when the commission rate of the marketplace channel is in the middle range and the sales cost of the marketplace channel is small, it is possible to introduce the marketplace channel in the online sales system;E-commerce platform service investing is a dominant strategy and can achieve Pareto improvement.Finally, research shows that the manufacturer applying two-part tariff can promote the e-commerce platform to provide service that maximize system revenue, and further enable the e-commerce platform and the manufacturer to achieve a win-win situation.The above conclusions provide useful guidance for service investment of the e-commerce platform, and marketplace channel introduction of the online sales system.