专业市场与电子商务双渠道融合的微观机理与实证分析

发布时间：2018-04-11 23:37

本文选题：专业市场 + 电子商务　；参考：《研究与发展管理》2017年03期

【摘要】：通过构建电子商务环境下双渠道选择的供应链整合模型,分析了专业市场与电子商务相互融合的微观机理,并利用义乌小商品市场的问卷调查数据进行了相关的实证性检验与拓展性分析.微观机理研究发现,随着电子商务平台市场风险的增加,市场经营户和采购商都倾向于降低批发价格,但只有采购商能从中获得更高的预期收益,而经营户的预期收益会减少.实证研究也证实:专业市场的价格优势虽能提高双渠道融合程度,却只能给采购商带来显著的融合绩效.同时,经营户和采购商都期望通过增加电子商务运营投入来扩大网络市场规模,以此从双渠道融合过程中获得规模报酬递增的预期收益.市场交易效率、金融支持和政策优势与双渠道融合显著正相关,而实体运营成本增加、采购规模扩张以及传统业务与电子商务冲突等因素会使双渠道融合产生负向效应.
[Abstract]:By constructing the supply chain integration model of double channel selection under the environment of electronic commerce, this paper analyzes the micro mechanism of the integration of professional market and electronic commerce.Using the questionnaire data of Yiwu small commodity market, the paper carries on the relevant empirical test and expansion analysis.The microscopic mechanism research shows that with the increase of market risk of e-commerce platform, both market operators and purchasers tend to lower wholesale prices, but only buyers can obtain higher expected income, while the expected income of operators will be reduced.The empirical study also proves that the price advantage of the professional market can improve the degree of dual channel integration, but it can only bring about significant convergence performance to the buyers.At the same time, both operators and purchasers expect to expand the scale of the network market by increasing the investment in e-commerce operations, so as to obtain the expected income of increasing scale returns from the process of integration of two channels.Market transaction efficiency, financial support and policy advantages are significantly positively related to dual channel convergence, while the increase of entity operating costs, the expansion of procurement scale and the conflict between traditional business and electronic commerce will lead to the negative effect of dual channel convergence.
【作者单位】：浙江理工大学经济管理学院;浙江师范大学经济与管理学院;
【基金】：国家自然科学基金资助项目“我国专业市场分化重构机制与转型提升研究”(71173196)
【分类号】：F724.6;F727

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