数字经济下考虑市场竞争的电商平台物流资源共享策略研究

Research on Logistics Resource Sharing Strategy of E-Commerce Platform Considering Market Competition under Digital Economy

数字经济与实体经济深入融合的背景下,针对电子商务行业物流资源供需矛盾及物流服务质量差异显著等问题,本文以一个电商平台、一个第三方卖家和消费者所组成的电子商务供应链为研究对象,并将市场竞争要素纳入考虑范畴,分别构建无物流资源共享和物流资源共享模式下的Stackelberg博弈模型,探究市场竞争下物流资源共享对电商平台和第三方卖家产品定价、市场需求和企业利润的影响。研究发现:1) 当市场竞争程度较小时,物流资源共享会扩大第三方卖家的市场需求,降低电商平台的市场需求。2) 当市场竞争程度较大时,物流资源共享将会提高博弈双方产品的销售单价。3) 当市场竞争程度为[0.57, 0.67]时,物流资源共享将会实现博弈双方收益的帕累托改进,实现博弈双方“共赢”。Under the background of the deep integration of the digital economy and the real economy, for the contradiction between the supply and demand of logistics resources in the e-commerce industry and the significant difference in the quality of logistics services, this paper takes the e-commerce supply chain composed of an e-commerce platform, a third-party seller and consumers as the object of study, and takes the elements of market competition into account, and constructs the Stackelberg game model under the mode of no logistics resource sharing and logistics resource sharing respectively. Stackelberg’s game model is constructed to investigate the effects of logistics resource sharing on product pricing, market demand and corporate profits of e-commerce platforms and third-party sellers under market competition. The study finds that: 1) When the degree of market competition is small, logistics resource sharing will expand the market demand of third-party sellers and reduce the market demand of e-commerce platforms. 2) When the degree of market competition is large, the sharing of logistics resources will increase the unit price of the products of both parties to the game. 3) When the degree of market competition is [0.57, 0.67], the sharing of logistics resources will realize the Pareto improvement of the benefits of both sides of the game, and realize the “win-win” situation of both sides of the game.