考虑webrooms效应的电商供应链销售模式选择

Selling Mode Selection in the E-commerce Supply Chain Considering Webrooming Effect

构建了制造商和电商平台组成的电商供应链模型,研究了webrooms效应的影响和销售模式的选择问题。结果表明:线上展厅服务和webrooms效应会提高产品的零售价格、线上展厅服务水平和需求量;线上展厅服务和web⁃rooms效应增加了制造商和电商平台的利润,大多数条件下制造商会选择代理模式,而电商平台会选择转售模式;当we⁃brooms效应系数和佣金比例满足一定条件时,代理模式下电商平台提供线上展厅服务能够增加供应链成员和系统利润,提高供应链运作效率。

This paper constructs an E-commerce supply chain consisting of a manufacturer and an E-commerce platform,and investigates the webrooming effect and the sales mode selection.The results show that:the adoption of webrooms service would increase the retail price,service level.products demand,and the profits,manufacturer tends to select agency selling mode while E-commerce platform tends to select the reselling mode.When the webrooming effect and commission ratio meet certain conditions,E-commerce platform in the agency selling mode would choose to provide webrooms services,which could increase the profits of supply chain members and systems and improve the efficiency of supply chain operations.