平台引入自有品牌及信息共享的影响:基于经济和社会福利的视角

The Impacts of Private Brand Introduction and Information Sharing on Platforms:From the Perspective of Economic and Social Welfare

针对一个平台和一个制造商构成的供应链,考虑平台具有需求信息优势,通过对比不同情形下的均衡结果,分别在转售和代理销售模式下探讨了自有品牌引入及信息共享对企业利润及社会福利的影响,并分析了平台及制造商的最优销售模式选择策略.研究发现:在转售模式下,平台选择保留需求信息,而代理销售模式下,平台选择共享信息;信息共享有利于提高制造商利润及社会福利,且信息共享的价值随着平台预测信息精准度的提升而增加;平台引入自有品牌后,较高的费率会提高平台保护制造商产品的动机,对制造商有利;当竞争程度较小时,平台引入自有品牌能够提高社会福利;最优销售模式的选择与费率、平台需求预测的能力及竞争程度有关.

Consider a supply chain that composed of a manufacturer and an online platform which owns private demand information.By comparing the equilibrium results under different situations,the impact of private brand introduction and information sharing on the firms' profit and social welfare are discussed,the optimal selling mode selection for the manufacturer and the platform are given before and after the private brand introduction.The results show that the platform chooses to retain demand information in the reselling mode,while he prefers to share information with the manufacturer in the agency mode.Meanwhile,sharing information will improve the manufacturer's profit and social welfare,and the value of information sharing improves with the improvement of the information accuracy.Moreover,after the private brand introduction,a higher proportional fee increases the platform's incentive to protect the manufacturer's products,and the private brand introduction benefits the social welfare when the competition intensity is low.Finally,the selection of selling mode relates to the proportional fee,the information accuracy and competition intensity.