考虑平台优惠券的不同线上销售决策研究

本文以第三方电商平台是否发放优惠券和线上销售商是否进行集成销售(现售与预售并存)为标准构建四种Stackelberg模型，分析了平台佣金率、商品估值差异系数以及优惠券兑换率对供应链成员的决策与利润影响。结果表明，随着佣金率的提高，商品(现售和预售)的销售价及优惠券面值也随之增加；当预售成本足够低时，开展预售活动以及缩小估值差异可以提高线上销售商的收益；在一定条件下，提高优惠券兑换率可以增加供应链成员的收益，电商平台发放优惠券使其收益增加，却损害了销售商利润；相比其他销售方案，供应链系统利润在集成销售方案下最优。

Research on Different Online Sales Decisions Considering E-commerce Platform Coupons

Four Stackelberg models were constructed based on whether the platforms issues coupons and whether the retailer conducts integrated sales strategy (both regular sale and pre-sale are exists). Then, the platform commission rate, the impact of commodity valuation difference coefficient and the coupons redemption rate on equilibrium decisions and profits is analyzed. The result shows that the platform commission rate can improve the optimal sale prices and the face value of the coupon. It’s benefit for retailer to carry out pre-sale activities and narrow the valuation difference when the cost of pre-sale goods is low enough. Under certain conditions, the supply chain system revenue increases if the coupons redemption rate improved. The platform can increase its revenue by issuing coupons, but it hurts the profit of online retailer. Compared with other sales modes, the integrated sales mode can receive more benefits.