基于渠道接受差异和权力结构差异的电商平台自营影响研究

The Research on the Impact of E-Commerce Platform Introducing Self-Operated Channel Based-on the Channel Acceptance Difference and Power Structure Difference

针对由电商平台和制造商组成的网络电商平台销售模式,考虑消费者对平台自营渠道和制造商直销渠道存在接受差异及平台自营后与制造商间存在权力结构差异,构建平台自营前的基准模型和自营后竞争环境下的权力结构模型,分析不同权力结构下平台自营策略及其影响,以及平台自营后权力结构差异的影响。研究发现:3种权力结构下,渠道接受差异足够大时,平台自营才有利可图,而平台自营始终会造成制造商利润损失;平台自营后市场劣势利于平台获得较高利润;佣金费率高和渠道接受差异小时,市场优势利于制造商获得较高利润,否则是市场劣势更有利。

Given an online platform-selling mode constituted by manufacture and an e-commerce platform, there exist acceptance differences between e-platform’s self-operated channel and manufacture’s direct channel, and power structure differences between e-platform and manufacture after introducing self-operated channel. According to the power structure differences and considering the acceptance differences, four types of models are constructed, including the benchmark model before introducing self-operated channel and three models under different power structures after introducing. The strategy of introducing self-operated channel of e-platform and its influence under different power structures are analyzed, as well as the influence of power structure differences after introducing self-operated channel. The results reveal that: under the three power structures, only if the channel acceptance difference is large enough, introducing self-operated channel is profitable for the e-platform;introducing self-operated channel will bring down manufacturer’s optimal profit. After introducing self-operated channel, for the e-platform, being market disadvantage is beneficial to gain more profit;for the manufacture, when the commission rate is high and the channel acceptance difference is low, being market advantage is more beneficial to gain more profit, otherwise, being market disadvantage is more beneficial.