消费者购前信息搜索行为对制造商平台销售模式选择的影响

Influence of Consumers'Pre-purchase Information Search Behavior on the Choice of Manufacturers'Platform Sales Modes

为研究消费者行为对制造商平台销售模式选择的影响,构建了制造商平台销售模式选择模型,将消费者购前信息搜索行为引入模型。研究发现,若不考虑消费者购前信息搜索行为,制造商只在平台抽成比例较小或较大时选择代销模式,其他时候选择分销模式;考虑消费者购前信息搜索行为后,制造商选择分销模式的区域扩大;进一步,消费者的搜索行为使制造商在同一销售模式下的利润增加。同时,搜索概率的增加会使分销模式下供应链成员的批发和零售价格下降,而使代销模式下的价格呈非单调变化。

In order to study the influence of consumer behavior on the choice of manufacturers'platform sales modes,a model of manufacturers'platform sales modes is established,incorporating consumers'pre-purchase information search behavior into the model.It is found that:if consumers'pre-purchase information search behavior is not taken into account,manufacturers choose the agency mode only when the platform draw ratio is small or large,and choose the distribution mode at other times;after considering consumers'pre-purchase information search behavior,the area where manufacturers choose the distribution mode expands;furthermore,the search behavior of consumers increases the profit of manufacturers under the same sales mode.At the same time,an increase of search probability decreases the wholesale and retail prices of supply chain members under the distribution mode,while the prices under the agency mode show non-monotonic changes.