| 考虑产品替代性的电商平台入侵决策研究 |
| Encroachment decision of e-commerce platforms considering products substitutability |
| 摘要点击 9 全文点击 0 投稿时间：2023-12-27 修订日期：2025-04-07 |
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| 中文关键词 平台入侵; 自有品牌; 产品替代性; 批量决策 |
| 英文关键词 platform encroachment; store brand; product substitutability; making quantity decision |
| 基金项目 教育部人文社会科学规划项目(21YJC630186)；广东省自然科学基金资助项目(2022A1515012034) |
| 作者 | 单位 | 邮编 | | 邹宗保 | 汕头大学商学院 | 515063 | | 陈愿愿 | 汕头大学商学院 | | | 卜祥智 | 汕头大学商学院 | | | 夏西强* | 郑州大学 商学院 | 450001 |
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| 中文摘要 |
| 电商平台入侵销售市场已是十分普遍的商业现象。为了分析电商平台入侵行为对供应链及供应链成员决策和绩效的影响，本文针对单个制造商、单个电商平台以及单个第三方零售商构成的在线销售系统，研究了平台入侵前后，制造商批发价格决策的变化、电商平台和第三方零售商采购批量的变化以及供应链和供应链成员利润的变化。研究结果表明：当平台收取的佣金较高或者平台产品与第三方产品替代性较高时，平台入侵会导致平台和第三方零售商的收益均受损；当且仅当佣金较低且产品替代性较低时，平台入侵才会增加平台的收益，但是会损害第三方零售商的利益；而且，在某些条件下，当平台入侵时，产品替代性强度增加会加剧双重边际化效应；此外，研究表明平台入侵会提高社会福利与消费者剩余。 |
| 英文摘要 |
| The encroachment of e-commerce platforms into sales markets has become a very common business phenomenon. This paper investigates the changes in supply chain members' decisions and profits before and after platform encroachment for an online sales system consisting of a single manufacturer, a single e-commerce platform, and a single third-party retailer. The results of this study show that platform encroachment leads to a loss of revenue for both the platform and the third-party retailer when the commission charged by the platform is high or the product substitutability between the platform and the third-party product is high; when and only when the commission is low and the product substitutability is low, platform encroachment increases the revenue of the platform but hurts the third-party retailer; moreover, under certain conditions, when the platform encroaches, the intensity of product substitutability Moreover, under certain conditions, the double marginalization effect is exacerbated by an increase in the intensity of product substitution when the platform appropriates; in addition, platform appropriation increases social welfare and consumer surplus. |
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