电商平台主导下的供应链推广策略研究

doi:10.3778/j.issn.1002-8331.2011-0095

摘要/Abstract

摘要： 结合电商平台快速发展的时代背景，构建了电商平台主导、制造商跟随的两级电商供应链博弈模型，分别研究了集中决策与分散决策下的产品定价、服务水平和推广水平，分析了佣金率对最优决策和供应链成员利润的影响，并设计了“推广成本分摊”策略。结果表明：当佣金率较低时，集中决策下的产品定价和服务水平、推广水平高于分散决策下的最优决策；当佣金率较高时，结果相反；分散决策下供应链利润总是低于集中决策下的利润，而“推广成本分摊”策略能够实现双方利润的帕累托改进；分散决策与集中决策下，制造商产品价格和电商平台服务水平都随着推广效率的增加而上升。最后数值算例验证了结论有效性。

关键词: 电商供应链, 电商平台, 推广效率, 佣金率, 推广成本分摊

Abstract: Combined with the background of the rapid development of e-commerce platform, this paper constructs a two-echelon e-commerce supply chain game model dominated by e-commerce platform and followed by a manufacturer. This paper considers the pricing of products, service level and promotion level under centralized decision and decentralized decision, analyzes the influence of commission rate on optimal decision and supply chain members’ profit, and designs “promotion cost allocation coordination” strategy. The results show that：When the commission rate is low, the optimal decision under centralized decision is higher than that under decentralized decision; when the commission rate is high, the result is opposite. Under decentralized decision, the supply chain profit is always lower than that under centralized decision, and the strategy of “promotion cost allocation coordination” can achieve Pareto improvement of both sides’ profits. Under decentralized and centralized decision-making, the manufacturer’s product price and e-commerce platform service level increase with the promotion efficiency. Finally, a numerical example is given to verify the validity of the conclusion.

Key words: e-commerce supply chain, e-commerce platform, promotion efficiency, commission rate, promotion cost allocation

闵杰, 汪亚香, 欧剑, 曹宗宏. 电商平台主导下的供应链推广策略研究[J]. 计算机工程与应用, 2022, 58(10): 292-299.

MIN Jie, WANG Yaxiang, OU Jian, CAO Zonghong. Research on Supply Chain Promotion Strategy Under Guidance of E-commerce Platform[J]. Computer Engineering and Applications, 2022, 58(10): 292-299.

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