| 基于电商平台的混合销售渠道对供应链决策的影响研究 |
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| 引用本文： | 王文宾,丁军飞.基于电商平台的混合销售渠道对供应链决策的影响研究[J].运筹与管理,2019,28(6):89-97. |
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| 作者姓名： | 王文宾 丁军飞 |
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| 作者单位： | 1.中国矿业大学 管理学院,江苏 徐州 221116; 2.东南大学 经济管理学院,江苏 南京 211189 |
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| 基金项目： | 国家自然科学基金资助项目(71102164,71571042,71871206);能源矿业经济智库(中国矿业大学文化传承专项项目2018WHCC01) ;四川省电子商务与现代物流研究中心重点项目(DSWL17-1);四川循环经济研究中心规划项目(XHJJ-1704) |
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| 摘 要： | 考虑到电商平台对消费者强大的吸引力,本文建立了由供应商和平台商构成的基于电商平台混合销售的供应链模型。混合销售渠道包含直销和分销,其中平台商拥有电商平台,供应商通过电商平台进行直销,平台商分享一定的收益;而分销是指平台商从供应商处批发产品进行销售。分别建立了集中式和分散式决策模型,研究发现:随着消费者对分销渠道接受程度的提高,两种情形下直销渠道的零售价不变,分销渠道的零售价提高;分散式情形下的批发价、供应商和平台商的利润均提高;随着供应商分享收益比例的提高,两种渠道的零售价都降低,但批发价提高,供应商的利润提高,而平台商的利润下降,但供应链的总利润提高;研究得到了保证博弈双方都能从直销渠道中获利的收益分享比例范围。
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| 关 键 词： | 电商平台 混合销售渠道 直销渠道 分销渠道 收益共享契约 |
| 收稿时间： | 2018-01-05 |
Effects of the Mixed Selling Channel Based on the EcommercePlatform on the Decision of a Supply Chain |
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| WANG Wen-bin,DING Jun-fei.Effects of the Mixed Selling Channel Based on the EcommercePlatform on the Decision of a Supply Chain[J].Operations Research and Management Science,2019,28(6):89-97. |
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| Authors: | WANG Wen-bin DING Jun-fei |
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| Affiliation: | 1.School of Management, China University of Mining and Technology, Xuzhou 221116, China; 2.School of Economics and Management, Southeast University, Nanjing 211189, China |
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| Abstract: | Due to the attraction of e-commerce platform for consumers, this paper develops a mixed selling supply chain model comprised of a supplier and a platform firm based on an e-commerce platform, where the platform firm possesses an e-commerce platform, and the supplier takes direct selling channel on the e-commerce platform, and then the platform firm shares part of the supplier’s profit. Besides, the platform firm also wholesales products from the supplier and then sells them by a distribution channel. We analyze the centralized case and decentralized case respectively, and then obtain that: as the increase of acceptance of consumers to the distribution channel, the retail prices of the direct selling channel stay unchanged under the two cases, and the retail price of the distribution channel increases, while it is lower than that in the direct selling channel, and the wholesale price, the supplier and the platform firm’s profits increase in the decentralized case; with the advance of the profit proportion of the supplier, the retail prices of two channels reduces, while the wholesale price strengthens, the supplier earns a profit gain, and the platform firm suffers a profit loss, while the total profit of the supply chain increases. Finally, we obtain the range of the profit proportion which ensures that both the supplier and the platform firm can benefit from the direct selling channel. |
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| Keywords: | e-commerce platform mixed selling channel direct selling channel distribution channel revenue sharing contract |
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