摘要
To obtain the platform s big data analytics support,manufacturers in the traditional retail channel must decide whether to use the direct online channel.A retail supply chain model and a direct online supply chain model are built,in which manufacturers design products alone in the retail channel,while the platform and manufacturer complete the product design in the direct online channel.These two models are analyzed using the game theoretical model and numerical simulation.The findings indicate that if the manufacturers design capabilities are not very high and the commission rate is not very low,the manufacturers will choose the direct online channel if the platform s technical efforts are within an interval.When the platform s technical efforts are exogenous,they positively influence the manufacturers decisions;however,in the endogenous case,the platform s effect on the manufacturers is reflected in the interaction of the commission rate and cost efficiency.The manufacturers and the platform should make synthetic effort decisions based on the manufacturer s development capabilities,the intensity of market competition,and the cost efficiency of the platform.
为获得平台的大数据分析技术支持,传统零售渠道中的制造商需要决策是否选择线上直销渠道,故构建了传统零售供应链模式和线上直销供应链2种模式进行对比,其中制造商在零售供应链中独立完成产品设计,而在线上直销供应链中与平台共同完成产品设计.通过博弈模型和数值模拟对2种模式进行对比分析.研究结果表明:在约束制造商的设计能力足够低和平台费率足够高以保证线上直销渠道可行的情况下,只有平台的技术努力在特定范围内时制造商才会选择直销渠道;外生的平台技术努力正向地影响制造商决策,而当平台技术努力为内生时,平台技术努力对制造商决策的复杂影响通过平台费率和平台成本效率的交互作用反映.制造商和平台应综合考虑制造商的开发能力、市场竞争强度和平台的成本效率,为提高产品设计水平制定各自的努力决策.
基金
The National Natural Science Foundation of China(No.72071039)
the Foundation of China Scholarship Council(No.202106090197)。
