摘要
本文依据现实中在线销售平台的发展背景,构建了由一个在线销售平台和一个在线零售商组成的在线销售模型,考虑平台开放后市场规模的增长量、消费者对服务的敏感程度和对在线零售商产品的偏好对在线销售平台开放决策的影响。研究表明:当平台开放后市场规模的增长量较大,或市场规模的增长量属于中等范围且消费者对服务的敏感程度较高时,开放是在线销售平台的最优选择,否则不开放是在线销售平台的最优选择。研究还发现,在线销售平台开放时,若消费者对在线零售商产品的偏好较小,平台开放后市场规模的增长量很大且消费者对服务的敏感程度属于中等范围,或消费者对在线零售商产品的偏好较小,平台开放后市场规模的增长量较大且消费者对服务的敏感程度较高,自营产品的价格增加,否则减小,而自营产品的销量和服务水平总是提高的;在线销售平台开放后,随着消费者对在线零售商产品偏好的增加,在线销售平台的收益减小,而在线零售商的收益不一定总是增加的。
On the basis of the statistics published by the National Bureau of Statistics of China,the annual online retail sales in 2018 was 906.5 billion yuan,which accounts for an increase of 23.9%over the previous year.The shift in consumer buying methods has led an increasing number of enterprises to choose to sell products online,some large enterprises(e.g.,HP,Apple,and Lenovo)have established their own direct sales channels.However,most companies can only sell their products by entering third-party online sales platforms,in which the marketplace model has achieved great success.This phenomenon has also prompted some online sales platforms that apply reseller model to introduce a marketplace channel,changing from the reseller model to a hybrid model of reseller and marketplace models(e.g.,Amazon,JD,and Flipkart).Nevertheless,some online sales platforms insist on not opening and still adopt the reseller model(e.g.,VANCL and JMEI).After opening the online sales platform,online retailers enter the platform,and the number of sellers on the platform increases,which prompts more consumers to browse products through the platform.Particularly,brand retailers can bring huge customer flow to the platform after entering it.The market scale has become larger,and the platform charges a certain percentage of the commission fee to online retailers on the platform,which provides the impetus for the platform to open up.However,if the online sales platform opens up,online retailers will compete directly with the platform after they settle in,which may be detrimental to the sale quantity of self-operated products.On the basis of the above realistic background,this study intends to explore the following questions.Should online sales platforms open up?After online sales platforms open up,what will happen to the price,sale quantity,and service level of self-operated products?How do consumer preferences for online retail products affect the optimal decisions and revenues of online sales platforms and online retailers?In view of the above problems,this study constitutes online sales models before and after the opening of online sales platform based on the development background of the platform.Considering the growth of market scale after the online sales platform opens up,the sensitivity of consumers to service and their preferences for the online retailer’s products affect the decision making of online sales platforms.Game method is used to obtain the equilibrium decision before and after the opening of the online sales platform,and the optimal opening strategy of the online sales platform is obtained through a comparative analysis.The study shows that:(1)the decision to open the online sales platform is mainly related to the market scale growth after the platform opens up and the sensitivity of consumers to the service.When the market scale growth is large,or the market scale growth is medium-range and consumers are more sensitive to service,the online sales platform prefers to open,otherwise,they do not.If consumers have less preference for the online retailer’s products,when the market scale growth is fairly large and consumers′sensitivity to the service is in the medium range,or when the market scale grows greatly and consumers are more sensitive to service,after the online sales platform openes up,the price of self-operated products will increase,otherwise it will decrease.After the online sales platform openes up,the sale quantity and the service level of self-operated products are always improving.(2)As consumers become increasingly sensitive to the service,the price,service level,sale quantity,and revenue of self-operated products all increase,whereas the price,sale quantity,and revenue of online retailer products all decrease.(3)After the online retailer enters the platform,as consumer preferences for the online retailer’s products increase,the price and revenue of self-operated products will decrease,while the service level,the price and revenue of the online retailer′s products may not necessarily increase.(4)With the increase in commission rate,the price and revenue of self-operated products,and the price and sale quantity of the online retailer’s products all increase,while the sale quantity and service level of self-operated products and the revenue of the online retailer all decrease.
作者
段玉兰
王勇
石国强
夏德建
DUAN Yulan;WANG Yong;SHI Guoqiang;XIA Dejian(School of Economics and Business Administration,Chongqing University,Chongqing 400044,China;Chongqing Key Laboratory of Modern Logistics,Chongqing 400044,China)
出处
《管理工程学报》
CSSCI
CSCD
北大核心
2021年第5期236-246,共11页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(71672015)
国家社会科学基金资助项目(15ZDB169)
重庆市研究生科研创新项目(CYB19026)。
关键词
市场规模
在线销售平台
开放平台
服务
Market scale
Online sales platform
Open platform
Service
