制造商生产成本结构对其线上销售模式选择的影响

    The Influence of Manufacturers' Production Cost Structure on Their Online Sales Model Selection

    • 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。

       

      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.

       

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