考虑消费者时间价值的平台供应链即时零售引入策略

The Introduction Strategy of Instant Retail for a Platform Supply Chain Considering Consumer Time Valuation

平台和实体零售商合力搭建“线上下单、门店配送”即时零售服务是充分利用线上客流量和门店履约能力满足消费者即时性需求的新型零售模式。本文探讨基于平台线上渠道和零售商线下渠道的平台供应链即时渠道引入策略,将消费者时间价值量化到渠道选择中,分析时间价值、配送时效性和佣金对渠道竞合关系与博弈均衡的影响。研究表明,即时渠道的引入并不必然升高或降低供应链成员价格,适中的即时渠道耗时使供应链成员价格升高。当即时渠道耗时适中且佣金较高时,即时渠道的引入提升平台收益。即时渠道配送时效性越好,越利于零售商。特别地,当即时渠道耗时适中时,即便佣金较高,零售商亦可从线下渠道高价策略中获得增量收益,此时,平台供应链系统实现帕累托最优。但若零售商对即时渠道和线下渠道差异定价,较大的佣金不利于即时渠道的开通。结论可为即时零售平台与实体零售企业定价和合作关系搭建提供理论借鉴。

Instant retail services,a pattern of online ordering and store delivery built by platforms and physical retailers,is a new retail model that fully utilizes online customer traffics and store delivery advantages to meet consumers'immediate demand.Based on the platform’s online channel and the physical retailer’s offline channel,the introduction strategy of an instant channel for a platform supply chain is explored.Taking the consumers’time valuation into consideration,the impact of time valuation,delivery timeliness,and commission fee on channel co-opetition and game equilibrium is studied.The result shows that the introduction of the instant channel does not necessarily increase or decrease the price of the platform and retailer.Rather,a moderate time consumption of the instant channel increases the price of the platform and retailer.The result also shows that the platform benefits from the instant channel when the instant channel’s time consumption is at an intermediate value and the commission fee is high.The better the timeliness of instant channel delivery,the more beneficial it is for the retailer.Particularly,when the timeliness of the instant channel is moderate,the retailer can derive increased profit from the high-price strategy of the offline channel even if the commission fee is high.In this situation,the platform supply chain reaches the Pareto optimization.Nevertheless,if the retailer adopts a differential pricing strategy for the instant channel and offline channel,a high commission fee is not conducive to the opening of the instant channel.The platform and retailer should negotiate a low commission fee and strengthen the delivery timeliness of the instant channel.The results can provide theoretical references for instant retail platforms and physical retail enterprises in determining pricing and cooperation relationship strategies.