平台销售能力预期不一致下创新产品自营与非自营选择决策研究

Research on the Decision-making of Self-operated and Non-self-operated Options for Innovative Products Under the Inconsistent Expectations of Platform Sales Capacity

在制造商和电商平台对销售努力影响创新产品的市场需求预期不一致的情况下,针对制造商和电商平台之间销售模式的选择问题,构建了制造商和电商平台自营与非自营的博弈模型,分析了制造商和电商平台的选择决策,以期为制造商和电商平台之间的销售合作在需求预期不一致情况下的运用提供一定的管理启示。

In the context of inconsistent market demand expectations between manufacturers and e-commerce platforms regarding the impact of sales efforts on innovative products,a game model is constructed for the selection of sales modes between manufacturers and e-commerce platforms.The selection decisions of manufacturers and e-commerce platforms are analyzed,to provide certain management insights for the use of sales cooperation between manufacturers and e-commerce platforms in situations of inconsistent demand expectations.