工业工程

工业工程 ›› 2022, Vol. 25 ›› Issue (5): 137-142.doi: 10.3969/j.issn.1007-7375.2022.05.017

• 实践与应用 • 上一篇    下一篇

二级平台对品牌方企业和消费者的影响研究

周文慧1, 刘春会2, 卢阳光3   

  1. 1. 华南理工大学 工商管理学院，广东 广州 510640;
    2. 郑州大学 管理学院，河南 郑州 450001;
    3. 三一重机有限公司 大数据所，江苏 苏州 215300
  • 收稿日期:2021-05-10 发布日期:2022-10-20
  • 作者简介:周文慧(1976—)，男，湖南省人，教授，博士，主要研究方向为排队论、质量管理、供应链管理、服务运作管理
  • 基金资助:
    国家自然科学基金资助项目(71731006, 71571070, 71925002, 71801084)

The Impacts of Online Secondary Platforms on Enterprises and Consumers

ZHOU Wenhui1, LIU Chunhui2, LU Yangguang3   

  1. 1. School of Business Administration, South China University of Technology, Guangzhou 510640, China;
    2. School?of Management, Zhengzhou?University, Zhengzhou 450001,?China;
    3. Big Data Institute, Sany Heavy Machinery Ltd., Suzhou 215300, China
  • Received:2021-05-10 Published:2022-10-20

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摘要： 二级电商、二级票务等线上平台(简称二级平台)为卖家和消费者之间提供了非官方的交易渠道。分别构建普通商品和限量商品在官方渠道和二级平台的双渠道模式下的需求模型，分析在二级平台交易两类商品对品牌方企业和消费者的影响。结果表明，对于普通商品来说，二级平台为品牌方企业提供薄利多销的代销渠道，提高商品总需求量，降低低消费水平消费者的购买成本；对于限量商品来说，二级平台的存在增加了黄牛的投机行为，改变了不同消费者群体购买到限量商品的概率。最后为监管部门对二级平台的监管策略提出理论建议。

关键词: 二级平台, 双渠道, 限量商品, 黄牛

Abstract: The online secondary platform (referred to as secondary platform, such as secondary e-commerce platform, secondary ticketing platform) provides a non-official trading channel between sellers and consumers. In order to study the impact of the secondary platform on the brand enterprise and consumers, the demand models of ordinary commodities with sufficient inventory and limited commodities under the dual channel mode of official channel and secondary platform are established respectively. Price-dependent function is used to model the demand of the ordinary commodities and utility function is used to model the demand of the limited commodities. The results show that for ordinary commodities, the secondary platform provides a distribution channel for the brand enterprise to realize pricing differentiation so as to increase the total demand. The purchase cost of consumers with low consumption level is also reduced. For limited commodities, the existence of secondary platform increases the speculation of scalpers and redistributes the limited commodities among different types of consumers. Finally, theoretical suggestions for the regulatory strategies of the regulatory department on the secondary platform are proposed.

Key words: secondary platform, dual-channel, limited commodities, scalpers

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