面向虚拟交易社区竞争的多渠道协调研究
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摘要
本文针对新兴电子商务一虚拟交易社区商务下的供应链进行研究,考虑其区别于传统电子商务的集群竞争性、互补品外部性等特征对供应链结构和运营的影响,在消费者需求随机或受价格、服务、口碑、单位时间累积销售量等因素影响和虚拟交易社区渠道平台不同的运营成本情况下,通过建模分析分别给出不同供应链结构下其渠道、节点间的协调策略。
首先分析了制造商和零售商的渠道选择及演化策略。将电子渠道细分为直销渠道和虚拟交易社区(Virtual Trading Community)运营的分销渠道,基于鸿沟理论探索了制造商电子渠道的选择决策,并考察了集中决策与分散决策下制造商和零售商的最优定价策略,给出了制造商与零售商合作的选择区间,进而提出了合作情况下的电子渠道收益共享策略,实现了节点协调,并进一步探索了供需双方电子渠道选择的稳定策略。
然后从虚拟交易社区的产品外部性、资金周转期短、同质产品竞争加剧等特征出发,提出了互补品合作协调、商业信誉协调、服务提升协调三个策略。分析了当零售商在不同的渠道销售互补品时的均衡定价与利润,分别给出了Bertrand与Stackelberg两种情况下的均衡,并通过算例说明了互补品合作策略的可行性,得到在不同互补品情况下,互补品合作策略可以配合收益共享和补贴等方式进行协调,以达到双赢的效果；同时,设计了基于商业信誉的分散式与集中式决策供应链的最优价格策略,通过价格的调整达成了供应链节点间的协调；另外,针对制造商和零售商在传统零售渠道基础上,都在虚拟社区开通电子分销渠道的混合渠道供应链的定价模型进行研究,分别针对零售商在传统渠道提升服务和在传统及虚拟社区电子渠道同时提升服务两种情况,研究了传统服务增值参数,虚拟交易社区固定服务费用参数及虚拟交易社区附加服务费用参数对均衡价格及渠道需求的影响,并与供应链节点独立运营直销渠道的模式进行了比较。
进而对有物流服务提供商参与的三个参与人的供应链协调进行了分析。基于传统零售渠道基础上,制造商和零售商都在虚拟交易社区运营电子渠道的混合渠道供应链结构,考虑到3PL服务对虚拟交易社区口碑的重要影响,将3PL服务提供商引入到供应链节点的竞争中来,3PL服务提供商的参与给自身带来了巨大利润,并且提高了供应链系统绩效水平,但是他的参与却提高了制造商和零售商的均衡定价,给制造商和零售商造成了损失,因此,在混合渠道供应链结构下,设计了收益共享来实现协调。
This paper considers the influence of the characteristics such as cluster, network externality on supply chain structure and operation based on virtual trading community. Under the case of random consumer demand or linear demand influenced by price, service, reputation, unit time accumulate sales and other factors and different virtual community channel operation cost, the coordination strategies between channels and nodes are given by model analysis in different supply chain structure.
Firstly, we analyzed the channel selection and evolutionary strategies for the manufacturer and the retailer. We classify the e-channel to direct sales channel and virtual community channel, explore the e-channel's selection strategy based on the chasm theory, investigate the equilibrium pricing strategy and give the coordination interval of the manufacturer and the retailer. Then, introduce the e-channel revenue sharing strategy to achieve the nodes coordination, furthermore, explore the evolutionary stable strategy of the e-channel.
Then, from the characteristics of product externality, more fierce competition of the same product and shorter fund turnover, the complementary product coordination, commercial reputation coordination and serve promotion coordination strategies are put forward. Analyze the equilibrium pricing and profits when sale complementary product in different channel, and give both the Bertrand and Stackelberg equilibrium strategy. The feasibility of complementary product cooperative strategy is demonstrated by an example. And obtaining the result:in the different complementary products cases, complementary products can cooperate to cooperative revenue sharing and subsidies to coordinate in order to achieve a win-win result. At the same time, design the optimal price strategy of the business reputation based on distributed and centralized decision-making supply chain, reach the nodes coordination through the price adjustment.
In addition, research on the pricing model under the structure of both manufacturer and retailer open electronic in the virtual community basis on the traditional retail channel, respectively on the two circumstances of retailer promoting service in traditional channels promoting service and both in the traditional and virtual community electronic channel, investigate the influence of the traditional value-added services parameters, the virtual community fixed service fee parameters and virtual community additional service fee parameter on the equilibrium price and channel demand, and compare with the independent operation direct channel model.
And then analyze the nodes coordination with logistics services provider. Based on the multi-channel structure of the retailer also operation electronic channel in virtual community, considering the important influence of third party logistic (3PL) services on the virtual community public praise, introducing the3PL service providers to the supply chain competition.3PL service provider bring huge profits to itself, and improve the supply chain system performance, but his participation increases the equilibrium pricing of the manufacturer and retailer, make the manufacturer and retailer loss, therefore, a revenue sharing strategy is designed to realize coordination in multi-channel structure.
首先分析了制造商和零售商的渠道选择及演化策略。将电子渠道细分为直销渠道和虚拟交易社区(Virtual Trading Community)运营的分销渠道,基于鸿沟理论探索了制造商电子渠道的选择决策,并考察了集中决策与分散决策下制造商和零售商的最优定价策略,给出了制造商与零售商合作的选择区间,进而提出了合作情况下的电子渠道收益共享策略,实现了节点协调,并进一步探索了供需双方电子渠道选择的稳定策略。
然后从虚拟交易社区的产品外部性、资金周转期短、同质产品竞争加剧等特征出发,提出了互补品合作协调、商业信誉协调、服务提升协调三个策略。分析了当零售商在不同的渠道销售互补品时的均衡定价与利润,分别给出了Bertrand与Stackelberg两种情况下的均衡,并通过算例说明了互补品合作策略的可行性,得到在不同互补品情况下,互补品合作策略可以配合收益共享和补贴等方式进行协调,以达到双赢的效果；同时,设计了基于商业信誉的分散式与集中式决策供应链的最优价格策略,通过价格的调整达成了供应链节点间的协调；另外,针对制造商和零售商在传统零售渠道基础上,都在虚拟社区开通电子分销渠道的混合渠道供应链的定价模型进行研究,分别针对零售商在传统渠道提升服务和在传统及虚拟社区电子渠道同时提升服务两种情况,研究了传统服务增值参数,虚拟交易社区固定服务费用参数及虚拟交易社区附加服务费用参数对均衡价格及渠道需求的影响,并与供应链节点独立运营直销渠道的模式进行了比较。
进而对有物流服务提供商参与的三个参与人的供应链协调进行了分析。基于传统零售渠道基础上,制造商和零售商都在虚拟交易社区运营电子渠道的混合渠道供应链结构,考虑到3PL服务对虚拟交易社区口碑的重要影响,将3PL服务提供商引入到供应链节点的竞争中来,3PL服务提供商的参与给自身带来了巨大利润,并且提高了供应链系统绩效水平,但是他的参与却提高了制造商和零售商的均衡定价,给制造商和零售商造成了损失,因此,在混合渠道供应链结构下,设计了收益共享来实现协调。
This paper considers the influence of the characteristics such as cluster, network externality on supply chain structure and operation based on virtual trading community. Under the case of random consumer demand or linear demand influenced by price, service, reputation, unit time accumulate sales and other factors and different virtual community channel operation cost, the coordination strategies between channels and nodes are given by model analysis in different supply chain structure.
Firstly, we analyzed the channel selection and evolutionary strategies for the manufacturer and the retailer. We classify the e-channel to direct sales channel and virtual community channel, explore the e-channel's selection strategy based on the chasm theory, investigate the equilibrium pricing strategy and give the coordination interval of the manufacturer and the retailer. Then, introduce the e-channel revenue sharing strategy to achieve the nodes coordination, furthermore, explore the evolutionary stable strategy of the e-channel.
Then, from the characteristics of product externality, more fierce competition of the same product and shorter fund turnover, the complementary product coordination, commercial reputation coordination and serve promotion coordination strategies are put forward. Analyze the equilibrium pricing and profits when sale complementary product in different channel, and give both the Bertrand and Stackelberg equilibrium strategy. The feasibility of complementary product cooperative strategy is demonstrated by an example. And obtaining the result:in the different complementary products cases, complementary products can cooperate to cooperative revenue sharing and subsidies to coordinate in order to achieve a win-win result. At the same time, design the optimal price strategy of the business reputation based on distributed and centralized decision-making supply chain, reach the nodes coordination through the price adjustment.
In addition, research on the pricing model under the structure of both manufacturer and retailer open electronic in the virtual community basis on the traditional retail channel, respectively on the two circumstances of retailer promoting service in traditional channels promoting service and both in the traditional and virtual community electronic channel, investigate the influence of the traditional value-added services parameters, the virtual community fixed service fee parameters and virtual community additional service fee parameter on the equilibrium price and channel demand, and compare with the independent operation direct channel model.
And then analyze the nodes coordination with logistics services provider. Based on the multi-channel structure of the retailer also operation electronic channel in virtual community, considering the important influence of third party logistic (3PL) services on the virtual community public praise, introducing the3PL service providers to the supply chain competition.3PL service provider bring huge profits to itself, and improve the supply chain system performance, but his participation increases the equilibrium pricing of the manufacturer and retailer, make the manufacturer and retailer loss, therefore, a revenue sharing strategy is designed to realize coordination in multi-channel structure.
引文
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