竞争性供应商选择电商平台销售模式的互动机理研究

通过构建两个供应商和两个电商平台之间的博弈模型,探讨竞争性供应商选择电商平台销售模式的互动机理。研究发现:(1)竞争性供应商在电商平台销售模式选择上存在互动机理。(2)在短期均衡中,当佣金费率较高或较低时,供应商的销售模式选择不受竞争对手影响;当佣金费率适中时,供应商的销售模式选择将采取跟随策略,与竞争对手的选择保持一致。(3)在长期均衡中,当佣金费率较低时,两个供应商均会选择代销模式;当佣金费率较高时,两个供应商均会选择转销模式;当供应商自身的佣金费率较高(较低),竞争对手的佣金费率较低(较高)时,供应自身选择转销(代销)模式,竞争对手会选择代销(转销)模式。

Interactive Mechanism of Suppliers' Choice of E-commerce Platform Sales Mode

In this study, we aim to investigate how the competitive suppliers choose the e-commerce platform sales mode. The results show that there is an interactive mechanism for online sales mode selection among competitive suppliers. In the short-term, suppliers will not be affected by competitors when the commission rate is high or low; suppliers will follow the strategy of choosing the sales model of the e-commerce platform and keep consistent with the choice of competitors when the commission rate is moderate. In the long-term, we also find that competing suppliers will choose the agency selling mode when the commission rate is low; the competing suppliers will choose the reselling mode when the commission rate is high; the supplier will choose the reselling (agency selling) mode, and the competitive supplier will choose the agency selling(reselling)mode when the commission rate of the supplier is high (low) and the commission rate of the competitive supplier is low(high).