竞争环境下生鲜电商企业配送模式选择研究

doi:10.3969/j.issn.1007-7375.2023.02.001

摘要/Abstract

摘要： 研究竞争环境下生鲜电商的物流配送模式策略选择问题，通过Nash静态博弈方法求解在竞争环境下生鲜电商采用自营物流、第三方物流 (平台物流) 两种模式下两生鲜电商企业的均衡零售价格、需求及利润。研究发现，当佣金比例较低时，两生鲜电商均选择第三方物流配送方式；当佣金比例较高时，两生鲜电商均选择自营物流配送方式，且两生鲜电商的利益并不总是对立的；当佣金比例较小且生鲜产品价格竞争强度较大或佣金比例适中时，两电商企业可以实现共赢。两电商企业的利润还与其市场占有率相关，当佣金比例更高时，两电商企业利润受其市场占有率影响的程度更大。此外，分析了两生鲜电商企业先后决策的情况，生鲜电商企业配送模式的选择除了与佣金比例有关以外，还和其提供的生鲜产品之间的价格竞争强度密切相关。

关键词: 物流配送模式, 冷链物流, 竞争, 决策顺序, 佣金比例

Abstract: The strategy selection of logistics distribution modes for fresh food e-commerce under competitive environment is studied in this paper. Nash static game method is used to solve the equilibrium retail price, demand and profit of the two fresh food e-commerce enterprises with two modes of self-operated logistics and third-party logistics (platform logistics) for selection under competitive environment. Results show that: when the commission ratio is low, both fresh food e-commerce enterprises choose the third-party logistics distribution mode; when the commission ratio is high, both fresh food e-commerce enterprises choose self-operated logistics distribution mode. Furthermore, the interests of the two fresh food e-commerce enterprises are not always opposite. When the commission ratio is low and the price competition intensity of fresh products is large or the commission ratio is moderate, the two e-commerce enterprises can achieve a win-win situation. The profits of the two e-commerce enterprises are also related to their market share. When the commission rate is higher, the profits of the two e-commerce enterprises are more affected by their market share. In addition, the decision-making process of two fresh e-commerce enterprises is also analyzed. The choice of distribution mode of fresh food e-commerce enterprises is not only related to the commission rate, but also closely related to the intensity of price competition between the fresh products they provide.

Key words: logistics distribution mode, cold chain logistics, competition, decision-making order, commission ratio

中图分类号:

F270.5

聂佳佳, 徐晓萱. 竞争环境下生鲜电商企业配送模式选择研究[J]. 工业工程, 2023, 26(2): 1-11.

NIE Jiajia, XU Xiaoxuan. Distribution Mode Selection of Fresh Food E-Commerce Enterprises under Competitive Environment[J]. Industrial Engineering Journal, 2023, 26(2): 1-11.

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