摘要
随着市场竞争的加剧和市场环境的变化,经营模式的选择及调整对于零售商来说越来越重要.研究零售商经营模式选择条件及当市场环境改变时经营模式的转变机制,通过对比零售商在分销模式、平台模式、混合模式下的利润,给出了零售商经营模式选择条件,并分析当市场环境改变时零售商不改变经营模式和转为混合模式的利润,得到了零售商经营模式转变机制,最后结合我国网络零售业发展现状验证了本文主要研究结论.研究表明,第一,随着产品之间价格影响系数、佣金费率、固定成本的增加,最优经营模式由分销模式逐渐变为混合模式、平台模式;随着间接网络外部性的增加,最优经营模式由平台模式逐渐变为混合模式、分销模式.第二,当市场环境变化时,最初采取分销模式(平台模式)的零售商,若产品的潜在需求变化为正且佣金费率较高(较低),随着潜在需求变化的增加,零售商更倾向于转向混合模式;若产品的潜在需求变化为负且佣金费率较低(较高),随着潜在需求变化的增加,零售商更倾向于不改变经营模式.
With the increasingly furious competition and the changes in the market environment,the choice and the adjustment of business models become more and more important for retailers.The retailer’s business model selection conditions,and the condition of transforming when market environment changes are studied.By comparing the retailer’s profit under the reseller model,the marketplace model,and the hybrid model,the condition of the retailer’s business models selection is given.When the market environment changes,the profits of the retailer when not changing the business model and when turning into hybrid model are compared,and the transformation mechanism of retailer’s business model is obtained.Finally,considering the development of China’s online retail industry,the main conclusions of this paper are verified.Our results suggest that the reseller model would be the equilibrium when the competition(complementarity)intensity,commission rates,and fixed costs are small;while the marketplace model will be the equilibrium when the competition(complementarity)intensity,fixed costs and commission rates are big.Interestingly,the hybrid model would also be the equilibrium if the competition(complementarity)intensity,fixed costs,and commission rates are intermediate.Meanwhile,the equilibrium structure is also moderated by the indirect network externalities if the indirect network externalities are low,and the marketplace model will be the equilibrium model;while the indirect network externalities are high,the reseller model will be the equilibrium model;the hybrid model would also be the equilibrium if the indirect network externalities are intermediate.Finally,if the potential demand of the product changes to positive and commission rates are big(small),the retailer taking the reseller model(marketplace model)is more inclined to change to the hybrid model with the increase of the potential demand;if the potential demand of the product changes to negative and commission rates are small(big),the retailer will not change business model with the increase of the potential demand.
作者
李佩
魏航
LI Pei;WEI Hang(School of Business Administration,Shanghai Lixin University of Accounting and Finance,Shanghai 201209,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)
出处
《管理科学学报》
CSSCI
CSCD
北大核心
2018年第9期50-75,共26页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(71272016
71571114)
上海财经大学优秀博士论文培育基金资助项目
