制造商生产成本结构对其线上销售模式选择的影响

doi:10.3969/j.issn.1007-7375.2021.03.003

摘要/Abstract

摘要： 考虑制造商生产成本呈线性和非线性2种情形，探究不同生产成本结构下的制造商对线上销售模式的选择策略。构建制造商和电商平台的Stackelberg博弈模型，运用逆向归纳法得出双方不同策略下的最优利润，进而得到双方实现共赢的条件。研究发现，无论制造商生产成本结构如何，制造商对销售模式的偏好均与佣金比例有关，当佣金比例较低时，制造商选择网上代销模式；当佣金比例较高时，制造商选择网上分销模式。而且，制造商和电商平台的利益并不总是对立的，当佣金比例适中或较高时，双方可以实现共赢。此外，在规模不经济情况下，2种销售模式的消费者剩余和社会福利均与规模不经济系数负相关，网上代销模式受规模不经济系数影响的程度更大。

关键词: 供应链, 线性成本, 规模不经济, 销售模式, 佣金比例

Abstract: Considering that the manufacturer's production cost is linear and non-linear, the manufacturer's selection strategy for online sales model under different production cost structure is explored. The Stackelberg game model between the manufacturer and the e-commerce platform is constructed, and the optimal profit of both sides under different strategies is obtained by using reverse induction, so as to obtain the conditions for both sides to achieve a win-win situation. The study finds that regardless of the manufacturers' production cost structure, their preference for the sales model is related to the commission ratio. When the commission ratio is low, they choose the online agency selling model. When the commission ratio is high, they choose the online reselling model. Moreover, the interests of manufacturers and e-commerce platforms are not always opposed, and when the commission ratio is moderate or high, both sides can achieve a win-win situation. In addition, in the case of diseconomies of scale, the consumer surplus and social welfare of the two sales models are negatively correlated with the diseconomies of scale coefficient, and the online agency selling model is more affected by the diseconomies of scale coefficient.

Key words: supply chain, linear cost, diseconomies of scale, sales model, commission ratio

中图分类号:

F270.5

聂佳佳, 胡元潇. 制造商生产成本结构对其线上销售模式选择的影响[J]. 工业工程, 2021, 24(3): 18-25,33.

NIE Jiajia, HU Yuanxiao. The Influence of Manufacturers' Production Cost Structure on Their Online Sales Model Selection[J]. Industrial Engineering Journal, 2021, 24(3): 18-25,33.

参考文献

[1] ABHISHEK V, JERATH K, ZHANG Z J. Agency selling or reselling? channel structures in electronic retailing[J]. Management Science, 2016, 62(8): 2259-2280
[2] 梁喜, 蒋琼, 郭瑾. 不同双渠道结构下制造商的定价决策与渠道选择[J]. 中国管理科学, 2018, 26(7): 97-107
LIANG Xi, JIANG Qiong, GUO Jin. Pricing policy and channel selection of manufacturers under different dual channel structure[J]. Chinese Journal of Management Science, 2018, 26(7): 97-107
[3] 孙自来, 王旭坪, 阮俊虎, 等. 考虑直销成本和平台交易费的制造商销售模式选择[J]. 管理学报, 2018, 15(1): 111-117
SUN Zilai, WANG Xuping, RUAN Junhu, et al. Sales modes selection for the manufacturer considering direct selling cost and platform transaction fee[J]. Chinese Journal of Management, 2018, 15(1): 111-117
[4] SHEN Y, WILLEMS S P, DAI Y. Channel selection and contracting in the presence of a retail platform[J]. Production and Operations Management, 2019, 28(5): 1173-1185
[5] TIAN L, VAKHARIA A J, TAN Y, et al. Marketplace, reseller, or hybrid: strategic analysis of an emerging e-commerce model[J]. Production and Operations Management, 2018, 27(8): 1595-1610
[6] 孙书省, 浦徐进, 韩广华. 考虑线下权力结构的制造商线上销售模式选择研究[J]. 中国管理科学, 2019, 27(5): 119-129
SUN Shuxing, PU Xujin, HAN Guanghua. The strategy of online channels under different offline channel power structures[J]. Chinese Journal of Management Science, 2019, 27(5): 119-129
[7] MOLLICK A V. Production smoothing in the Japanese vehicle industry[J]. International Journal of Production Economics, 2004, 91(1): 63-74
[8] SHAVER J M, MEZIAS J M. Diseconomies of managing in acquisitions: evidence from civil lawsuits[J]. Organization Science, 2009, 20(1): 206-222
[9] 王先甲, 周亚平, 钱桂生. 生产商规模不经济的双渠道供应链协调策略选择[J]. 管理科学学报, 2017, 20(1): 17-31
WANG Xianjia, ZHOU Yaping, QIAN guisheng. The selection of dual-channel supply chain coordination strategy considering manufacturer' diseconomies of scale[J]. Journal of Management Sciences in China, 2017, 20(1): 17-31
[10] 聂佳佳, 石纯来. 规模不经济对制造商开通直销渠道的影响[J]. 运筹与管理, 2017, 26(2): 68-75
NIE Jiajia, SHI Chunlai. Effects of manufacturer's scale diseconomies on launching direct channel[J]. Operations Research and Management Science, 2017, 26(2): 68-75
[11] 赵琳, 牟宗玉. 需求扰动下生产规模不经济闭环供应链的应急渠道决策[J]. 中国管理科学, 2019, 27(7): 68-82
ZHAO Lin, MU Zongyu. Emergency channel decisions of closed-loop supply chain with production diseconomies under demand disruptions[J]. Chinese Journal of Management Science, 2019, 27(7): 68-82
[12] 赵海霞, 艾兴政, 唐小我. 制造商规模不经济的链与链竞争两部定价合同[J]. 管理科学学报, 2013, 16(2): 60-70
ZHAO Haixia, AI Xingzheng, TANG Xiaowo. Two-part tariffs of chain-to-chain competition under manufacturer's scale diseconomies[J]. Journal of Management Sciences in China, 2013, 16(2): 60-70
[13] 赵海霞, 艾兴政, 唐小我. 链与链基于规模不经济的纵向联盟和利润分享[J]. 管理科学学报, 2014, 17(1): 48-56
ZHAO Haixia, AI Xingzheng, TANG Xiaowo. Vertical alliance and profit sharing contract based on diseconomies of scale under chain-to-chain competition[J]. Journal of Management Sciences in China, 2014, 17(1): 48-56
[14] 赵海霞, 艾兴政, 唐小我. 链与链基于价格竞争和规模不经济的纵向控制结构选择[J]. 控制与决策, 2012, 27(2): 193-198
ZHAO Haixia, AI Xingzheng, TANG Xiaowo. Choice of vertical control structure of chain-to-chain competition under price competition and scale diseconomies[J]. Control and Decision, 2012, 27(2): 193-198
[15] 石纯来, 聂佳佳. 规模不经济下奖惩机制对闭环供应链制造商合作策略影响[J]. 中国管理科学, 2019, 27(3): 85-95
SHI Chunlai, NIE Jiajia. The effects of premium and penalty mechanism on manufacturer's cooperative strategies in the closed-loop supply chain with production diseconomies[J]. Chinese Journal of Management Science, 2019, 27(3): 85-95
[16] SHANG W, HA A Y, TONG S. Information sharing in a supply chain with a common retailer[J]. Management Science, 2015, 62(1): 245-263
[17] JIN M, WU S D, ERKOC M. Multiple unit auctions with economies and diseconomies of scale[J]. European Journal of Operational Research, 2006, 174(2): 816-834
[18] YAN Y, ZHAO R, LIU Z. Strategic introduction of the marketplace channel under spillovers from online to offline sales[J]. European Journal of Operational Research, 2018, 267(1): 65-77
[19] HA A Y, TONG S, ZHANG H. Sharing demand information in competing supply chains with production diseconomies[J]. Management science, 2011, 57(3): 566-581
[20] WANG E T G, SEIDMANN A. Electronic data interchange: competitive externalities and strategic implementation policies[J]. Management Science, 1995, 41(3): 401-418
[21] ANAND K S, MENDELSON H. Information and organization for horizontal multimarket coordination[J]. Management Science, 1997, 43(12): 1609-1627
[22] 石纯来, 聂佳佳, 李增禄. 规模不经济下信息分享对制造商渠道选择的影响[J]. 工业工程与管理, 2016, 21(2): 73-80
SHI Chunlai, NIE Jiajia, LI Zenglu. The effect of forecast information sharing on supplier's launching direct channel with production diseconomies[J]. Industrial Engineering and Management, 2016, 21(2): 73-80