不同销售渠道情形下电商供应链网络平台物流服务策略研究

Research on Logistics Service Strategy of Online Platform Under Different Selling Channels in E-commerce Supply Chain

针对由单个制造商和单个网络平台以及第三方物流服务商组成的电商供应链系统,当制造商分别运用转销渠道和代销渠道销售新产品时,构建无物流服务共享模式(模式N)和物流服务共享模式(模式S),分析了网络平台是否愿意和制造商共享其优越的物流服务。研究表明:当两种销售渠道间的竞争程度和需求对网络平台物流服务水平的敏感性较低时,物流服务共享模式对制造商有利,但对网络平台不利。相反,当以上两个因素处于较高水平时,物流服务共享模式对网络平台有利,但对制造商不利。然而,在某些情形下,两家企业都会从物流服务共享模式中受益。此外,随着网络平台物流服务单位运营成本的不断提高,制造商和网络平台之间实现物流服务共享的概率会降低。

This paper explores the logistics service strategies of online platforms within the context of E-commerce supply chain systems,considering a single manufacturer,a single online platform,and a third-party logistics service provider(3PL).The study investigates how different selling channels,specifically reselling and agency channels,impact the willingness of the online platform to share its superior logistics services with the manufacturer.Two modes are examined:the no-logistic-service-sharing mode(mode N)and the logistic-service-sharing mode(mode S).The results indicate that the degree of competition between the two selling channels and the sensitivity of demand to the logistics-service level of the online platform are at a low level,which is good for the manufacturer but hurts the online platform.Interestingly,there are scenarios where both firms benefit from logistics-service sharing.Additionally,the paper identifies a correlation between the online platform's unit operating cost of logistics services and the likelihood of realizing logistics service sharing.As the online platform's costs increase,the probability of sharing logistics services with the manufacturer decreases.These insights shed light on the complex dynamics of logistics-service sharing in E-commerce supply chains,offering valuable considerations for decision-makers navigating these multifaceted relationships.