双寡头制造商主导型电商供应链的平台分销模式选择

Selection of Platform Retail Modes for Dual Oligopoly Manufacturers Dominated E-commerce Supply Chain

在竞争环境下,针对生产同类商品的双寡头制造商主导的电子商务供应链,通过设定双方拥有平台代销和平台转销两种分销模式的博弈策略集,构建了双寡头制造商在平台双边代销、平台双边转销和平台双边差异化分销等3类双边分销模式组合下的4个分销博弈模型。根据双寡头制造商在各模型下的均衡利润比较和纳什均衡解析发现:当不考虑竞争博弈均衡时,双寡头制造商选择平台代销模式始终是最优的。但是,当考虑竞争博弈均衡时,双寡头制造商关于平台分销模式博弈的纳什均衡受到双方商品的差异化程度的重大影响:当双方商品异质化明显时,才会在平台双边代销模式下形成混同均衡;当双方商品趋于同质化时,则易形成平台双边差异化分销模式下的分离均衡。

In the competitive environment,for the e-commerce supply chain dominated by dual oligopoly manufacturers producing the same kind of goods,by setting the game strategy sets of agency selling mode and reselling mode,four retail game models were constructed under three types of bilateral distribution mode combinations,namely,bilateral agency selling mode,bilateral reselling mode,and bilateral differentiated retail mode.According to the equilibrium profit comparison and Nash equilibrium analysis of the dual oligopoly manufacturers under various modes,it is found that when the competitive game equilibrium is not considered,the platform sales mode chosen by dual oligopoly manufacturers is always optimal.However,when considering the equilibrium of competitive game,the Nash equilibrium of the dual oligopoly manufacturers is significantly influenced by the degree of product differentiation between the two parties:When the product heterogeneity between the two manufacturers is obvious,a pooling equilibrium will be formed under the bilateral agency selling modes;When the products of two parties tend to be homogeneous,it is easy to form a separation equilibrium under the bilateral differentiated retail modes.