| 后进入第三方卖家入驻电商平台模式选择 |
| Business models choices for entrance third-party sellers |
| 摘要点击 21 全文点击 0 投稿时间：2023-04-12 修订日期：2024-09-13 |
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| 中文关键词 入驻模式; 第三方卖家; 电商平台 |
| 英文关键词 business model; third-party seller; e-commerce platform |
| 基金项目 国家自然科学基金项目（面上项目，重点项目，重大项目） |
| 作者 | 单位 | 邮编 | | 张凯 | 上海理工大学 | 200093 | | 严慧娴 | 上海理工大学 | |
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| 中文摘要 |
| 后进入第三方卖家选择合适的入驻模式是关系到能否成功入驻电商平台的一个关键问题. 当前相关研究普遍只关注了代售和转售模式, 忽略了同时选择代售和转售的混合模式, 也没有考虑第三方卖家入驻的先后时间差异. 基于此, 本文构建了一个双寡头垂直差异化竞争模型, 研究后进入第三方卖家入驻电商平台的最优策略, 并探讨其与在位第三方卖家和电商平台实现双赢的可能性. 研究发现: 渠道感知差异和真实质量差异影响后进入第三方卖家入驻模式选择. 对后进入第三方卖家而言, 当渠道感知差异较小时, 代售模式是最优策略; 当渠道感知差异适中时, 混合模式是最优策略; 当渠道感知差异较大时, 若后进入第三方卖家真实质量较高且在位第三方卖家为转售或混合模式, 转售模式是最优策略. 此外, 若在位第三方卖家选择代售模式且后进入第三方卖家选择转售模式, 当渠道感知差异较大且质量差异较小时, 在位第三方卖家和后进入第三方卖家实现双赢; 当后进入第三方卖家选择转售模式时, 后进入第三方卖家和电商平台始终实现双赢. |
| 英文摘要 |
| Business models choices for entrance third-party sellers will affect its profit. Recently, the relevant research of third-party sellers’ entrance strategy only focuses on agency and reselling model. But dual model which contains both agency and reselling model at the same time has not been well studied. This paper fills the gap by building a vertical differentiation competition model. The model concentrates on the optimal strategy of the entrance third-party sellers, and also discusses the possibility of win-win situation between the entrant and the incumbent or the e-commerce platform. The results show that the two differences in channel perception and the quality affect the models choices. If the channel perception difference is small, the agency model is the optimal strategy. If the channel perception difference is moderate, the dual model is the optimal strategy. If the channel perception difference is large and the product quality of entrant is high, the reselling model is the optimal strategy. In addition, the incumbent and entrant can achieve a win-win situation in a certain situation; when the entrant chooses the reselling model, it can achieve a win-win situation with the platform. |
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