电子商务环境下服务搭便车与分销渠道结构决策研究

发布时间：2018-04-23 06:33

本文选题：电子商务 + 服务搭便车　；参考：《预测》2017年05期

【摘要】：本文建立了分销渠道博弈模型,比较分析了仅实体店、实体店加独立网店、实体店加自营网店三种渠道结构,探讨了电子商务环境下服务搭便车对渠道结构决策的影响机制。研究发现:随着网络渠道市场基础规模的逐渐增加,生产商的渠道结构选择依次为实体店加独立网店、仅实体店、实体店加自营网店。搭便车程度对生产商渠道决策的作用,受到生产成本和分销成本的比值与网络渠道份额的影响。在一定的条件下,生产商无论开通独立网店还是自营网店,适中的服务搭便车程度最有利。在特定条件下,实体店可能支持生产商采用网店销售。
[Abstract]:In this paper, the game model of distribution channel is established, and three kinds of channel structures are compared and analyzed: physical store, physical store plus independent net shop, physical store plus self-owned net shop, and the influence mechanism of service free rider on channel structure decision under the environment of electronic commerce is discussed. It is found that with the gradual increase of the basic scale of the network channel market, the choice of the channel structure of the manufacturer is in turn: physical store plus independent shop, physical store, physical store plus self-service shop. The effect of free-rider degree on producer channel decision is influenced by the ratio of production cost to distribution cost and the share of network channel. Under certain conditions, manufacturers open independent or self-owned online stores, moderate service hitchhiking degree is the most favorable. Under certain conditions, physical stores may support manufacturers to use online stores to sell.
【作者单位】：青岛大学商学院;青岛大学研究生院;
【基金】：国家自然科学基金资助项目(71202143) 青岛市博士后应用研究资助项目(2015173) 山东省博士后创新资助项目(201603064)
【分类号】：F224.32;F274;F724.6

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