线上平台产品竞争的渠道模式选择研究

Research on Channel Mode Selection of Online Platform Product Competition

研究了两个供应商在同一平台进行销售时的渠道模式选择问题。考虑产品差异性,通过修正的Hotelling模型构建了产品竞争需求函数,并运用斯塔克伯格博弈和纳什博弈,分析了转售、混合和代理三种不同渠道模式下的均衡定价及利润,并在此基础上进行比较分析。研究结果表明,竞争产品差异越大,平台及供应商可实现的均衡利润越大。同时,平台与供应商形成何种渠道模式取决于代理费用比例的大小,当代理费用比例足够小时,平台倾向于代理而供应商倾向于转售;当代理费用比例足够大时,平台倾向于转售而供应商倾向于代理;当代理费用比例处于中间一定区间取值时,平台与供应商倾向于采取混合模式。

With more and more enterprises carrying out online channel sales,the channel mode design of online platform has become particularly important.How to carry out product sales under different channel modes has become an issue that the operation of online platform must face.The choice of channel mode when two upstream suppliers sell on the online platform.Considering the differences of suppliers’products,the product competitive demand function is constructed through the modified Hotelling model,and the equilibrium pricing and equilibrium profit under three different channel modes of WW,AW and AA are analyzed by using the Stackelberg game and Nash game.On this basis,the three models are compared and analyzed.The results show that when the cost ratio is small enough,the platform tends to be agent and the supplier tends to resell.When the proportion is large enough,platforms tend to resell and vendors tend to resell.The channel mode formed by the platform and the supplier depends on the proportion of the agent fee on the platform,which is in different ranges and will form different channel modes.