竞合模式对平台供应链线上分销策略的影响研究*

doi:10.16381/j.cnki.issn1003-207x.2021.1597

中国管理科学 ›› 2022, Vol. 30 ›› Issue (12): 305-316.doi: 10.16381/j.cnki.issn1003-207x.2021.1597

竞合模式对平台供应链线上分销策略的影响研究*

梁开荣¹, 李登峰²

1.福州大学经济与管理学院，福建福州350116；2.电子科技大学经济与管理学院，四川成都611731

收稿日期:2021-08-13 修回日期:2022-02-04 出版日期:2022-12-20 发布日期:2022-12-20
通讯作者: 李登峰(1965-)，男(汉族), 广西博白人,电子科技大学经济与管理学院，博导，教授,研究方向:经济管理智能决策与博弈,Email: lidengfeng@uestc.edu.cn. E-mail:lidengfeng@uestc.edu.cn
基金资助:
国家自然科学基金资助项目(72071032)；国家留学基金委资助项目(202106650031)

Impact of Coopetition Modes on Online Distribution Strategy in Platform Supply Chain

LIANG Kai-Rong¹, LI Deng-Feng²

1. School of Economics and Management, Fuzhou University, Fuzhou 350116, China；2. School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China

Received:2021-08-13 Revised:2022-02-04 Online:2022-12-20 Published:2022-12-20
Contact: 李登峰 E-mail:lidengfeng@uestc.edu.cn

摘要/Abstract

摘要： 针对一个由制造商、网络零售商和平台企业组成的平台供应链，本文构建了一个非合作模型和三种合作策略(制造商与网络零售商合作、制造商与平台企业合作、网络零售商与平台企业合作)下的非合作模型，探讨不同合作策略对各成员企业线上分销策略以及整个平台供应链利润的影响，同时基于均分剩余值分配机制，研究了不同合作策略下的联盟稳定性。结果表明：(1) 在合作动机方面，制造商总会选择合作策略，与供应链中的另外两个成员形成联盟，但网络零售商和平台企业只有在较低的佣金比率下才会形成联盟。(2) 从联盟稳定性方面，制造商与网络零售商的联盟在较低的佣金比率下稳定；制造商与平台企业的联盟在中等的佣金比率下稳定；佣金比率过高时，每个成员都不会形成联盟。(3) 从供应链系统利润来看，制造商和平台企业合作下的线上分销策略最优。

关键词: 线上分销策略；竞合模式；非合作博弈；均分剩余值；联盟稳定性；平台供应链

Abstract: With the development of a new generation of information technology, online retailing has become the main consumption mode. The rapid increase in online demand has stimulated the development of online platforms such as Amazon, JD.com and Tmall, which both provide a bilaterally matched marketplace to connect sellers and buyers, and act as reseller competing with the third e-retailers on the online platform subject to an exogenous unit commission fee. Obviously, there is a co-opetitive supply chain structure that both horizontal competition and cooperation exist between the online platform and the third e-retailers. Different firms’ cooperative strategies affect the choice of online selling channels on an e-platform supply chain. Hereby, how to explore the relationship between the firms’ cooperative strategies and the different online selling modes has become an urgent issue in platform supply chain.

Key words: online distribution strategy; co-opetition model; noncooperative game; equal surplus division value; coalition stability; platform supply chain

中图分类号:

F272.3

梁开荣, 李登峰. 竞合模式对平台供应链线上分销策略的影响研究*[J]. 中国管理科学, 2022, 30(12): 305-316.

LIANG Kai-Rong, LI Deng-Feng. Impact of Coopetition Modes on Online Distribution Strategy in Platform Supply Chain[J]. Chinese Journal of Management Science, 2022, 30(12): 305-316.

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竞合模式对平台供应链线上分销策略的影响研究*

Impact of Coopetition Modes on Online Distribution Strategy in Platform Supply Chain

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