摘要
考虑线上销售的销售服务及其成本差异,分别在电商平台是否对批发价讨价还价情形下探讨制造商线上销售模式的最优决策,分析制造商销售模式的选择对电商平台的影响以及双方实现共赢的条件。利用博弈论求解3种销售模式下的均衡并进行对比分析,得到以下结论:(1)当电商平台服务成本优势较大时,制造商因为可以搭电商平台低服务成本的便车而倾向于选择分销模式;(2)制造商销售模式的选择在某些情况下能实现与电商平台的共赢;(3)电商平台对批发价的讨价还价会使制造商更倾向于选择代理和直销模式,此时低议价能力的制造商更难与电商平台在分销模式下实现共赢。
Considering the sales service and the difference in service cost of online sales,we discuss the optimal decision of the manufacturer’s online sales modes in the case of whether the e-commerce platform bargains for wholesale prices,and analyze the impact of the manufacturer’s choice of sales modes on the e-commerce platform and the conditions for both parties to achieve a win-win situation.Using game theory to solve the equilibrium under the three sales modes and conducting comparative analysis,the following conclusions are obtained:①When the service cost advantage of the e-commerce platform is large,the manufacturer tends to choose reselling mode in order to take advantage of the low service cost of the e-commerce platform;②The choice of the manufacturer’s sales modes can achieve a win-win situation with the e-commerce platform in some cases;③The e-commerce platform’s bargaining for wholesale prices will make manufacturer more inclined to choose the agency and direct sales mode.And it is more difficult for manufacturer with low bargaining power to achieve a win-win situation with e-commerce platforms in the reselling mode.
作者
方德斌
盛嘉良
FANG Debin;SHENG Jialiang(Wuhan University,Wuhan,China)
出处
《管理学报》
北大核心
2023年第4期568-577,共10页
Chinese Journal of Management
基金
国家杰出青年科学基金资助项目(71725007)
国家社会科学基金资助重大项目(19ZDA083)。
