单一亦或混合？——双重竞争环境下自营平台销售模式选择策略

doi:10.12068/j.issn.1005-3026.2021.09.019

东北大学学报（自然科学版） ›› 2021, Vol. 42 ›› Issue (9): 1349-1359.DOI: 10.12068/j.issn.1005-3026.2021.09.019

单一亦或混合？——双重竞争环境下自营平台销售模式选择策略

周驰¹，于静²，李赫²

(1. 南开大学商学院，天津300071; 2. 天津理工大学管理学院，天津300384)

修回日期:2021-02-18 接受日期:2021-02-18 发布日期:2021-09-16
通讯作者: 周驰
作者简介:周驰(1986-)，男，天津人，南开大学博士后研究人员.
基金资助:
国家自然科学基金资助项目(72071092，71702129)；中国博士后科学基金资助项目(2017M610160).

Single or Hybrid: Selling Mode Choices of Self-Run Platform Under Dual Competition Environment

ZHOU Chi¹， YU Jing²， LI He²

1. Business School， Nankai University， Tianjin 300071， China; 2. School of Management， Tianjin University of Technology， Tianjin 300384， China.

Revised:2021-02-18 Accepted:2021-02-18 Published:2021-09-16
Contact: YU Jing
About author:-
Supported by:
-

摘要/Abstract

摘要： 随着平台供应链渠道竞争的加剧，电商自营平台在传统批发销售方式的基础上，采取代理销售方式寻求与网络制造商合作.在电商平台竞争与制造商竞争的双重竞争环境下，构建了由自营平台、第三方平台、传统制造商和网络制造商组成的平台供应链系统.基于自营平台拥有的两种销售模式，即仅批发销售的单一模式和既有批发销售又有代理销售的混合模式，建立了多渠道定价决策Stackelberg博弈模型并求解，分析了平台佣金、批发价格及消费者渠道偏好等因素对自营平台模式选择及平台供应链各成员最优策略的影响.研究表明，不同的消费者自营渠道偏好与平台佣金对自营平台的销售模式选择策略具有差异性.此外，自营平台与第三方平台佣金对制造商的利润具有重要的影响.

关键词: 多渠道竞争;自营平台;代理销售;批发销售;Stackelberg博弈

Abstract: With the intensification of platform supply chain channel competition， a self-run e-commerce platform adopts the agency selling to seek cooperation with online manufacturer on the basis of the traditional wholesale selling. Under the dual competition environment of platform competition and manufacturer competition， a platform supply chain system of self-run platform， third-party platform， traditional manufacturer and online manufacturer was constructed. Based on the two selling modes of self-run platform， i.e.， a single mode of wholesale selling only and a hybrid mode of both wholesale and agency selling， Stackelberg game models were presented to study the selling mode choice of self-run platform， and to examine the effects of platform commission， wholesale price and consumers’ self-run channel preference on supply chain members’ optimal strategies.The results showed that different consumers’ self-run channel preferences and platform commission have different effects on the selling mode choices of self-run platform. In addition， self-sun platform commission and third-party platform commission have important effects on profit.

Key words: multi-channel competition; self-run platform; agency selling; wholesale selling; Stackelberg game

中图分类号:

周驰，于静，李赫. 单一亦或混合？——双重竞争环境下自营平台销售模式选择策略[J]. 东北大学学报（自然科学版）, 2021, 42(9): 1349-1359.

ZHOU Chi， YU Jing， LI He. Single or Hybrid: Selling Mode Choices of Self-Run Platform Under Dual Competition Environment[J]. Journal of Northeastern University(Natural Science), 2021, 42(9): 1349-1359.

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单一亦或混合？——双重竞争环境下自营平台销售模式选择策略

Single or Hybrid: Selling Mode Choices of Self-Run Platform Under Dual Competition Environment

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