两种典型运营模式下电商平台与商户的合作及竞争机制研究

发布时间：2018-02-02 20:33

本文关键词： 电子商务平台双边市场网络外部性定价决策合作竞争　出处：《中国科学技术大学》2016年博士论文　论文类型：学位论文

【摘要】：信息技术的快速发展推动了电子商务行业的蓬勃发展。目前,电子商务已不再局限于传统的商品交易,各行各业的传统企业纷纷开展“互联网+”行动进入电子商务市场。伴随淘宝商城、京东商城、携程旅行网等典型电商平台的涌现和推动,我国电子商务已进入万亿元时代。现实电商平台的运营模式大体分为四大类,即大卖场运营模式(Marketplace)、代理商运营模式(Reseller)、混合运营模式(Hybrid)、自营模式(Self-support)。随着市场竞争的加剧,电商平台的利润空间日益狭窄,如何与商户建立共赢的合作或竞争机制,成为不同运营模式下电商平台共同关注的重要问题。相比于传统零售模式,电商平台运营模式具有两个典型特征。一是平台服务系统中商户数量更大、异质性程度更高;二是平台的功能性更强,即平台可以通过为商户或客户提供增值服务提高平台服务系统的整体效益。不同运营模式下,电商平台服务系统中三方主体(电商平台、商户、顾客)之间的交互过程存在明显差异。本文重点结合商户异质性和平台功能性特征,研究两类典型运营模式(Marketplace vs.Reseller)下电商平台与商户之间的合作及竞争机制设计问题。本文的主要工作和创新点包括:(1)以现实中淘宝网、去哪儿网等典型大卖场运营模式下的电商平台为对象,研究电商平台与不同类型商户之间的合作机制设计问题。考虑市场中同时存在企业商户和个体商户,从收费和产品性能要求角度设计电商平台的最优合作机制。研究发现,当平台对企业商户的吸引力足够大时,平台与两类商户同时合作且只向企业商户收费更有利;当平台对企业商户的吸引力不够大且对个体商户的产品性能要求较高时,只与企业商户合作更有利。(2)继续以大卖场运营模式下的电商平台为对象,从收费和增值服务角度探讨电商平台与不同类型商户之间的合作机制设计问题。考虑两类商户之间存在需求竞争(即不同类型商户的需求会相互转化),电商平台在收取进入费的同时为商户增值服务(如旺铺搜索),研究结果表明,电商平台最优收费决策(增值服务的最优投资决策)是高产品性能商户产品价格的拟凹函数(非单调函数),且当两类商户竞争较激烈时,平台给高产品性能商户提供增值服务能获得更多利润。(3)以现实中携程旅行网、京东商城等代理商模式下的电商平台为对象,研究平台与商户之间合作与竞争并存时的合作及竞争机制设计问题。考虑电商平台和商户同时销售某种产品,电商平台为商户提供销售渠道增加了其潜在需求、商户在自身销售的同时又将产品卖给平台销售,电商平台和商户该如何决策。研究结论指出,平台的最优价格结构为两阶段收费模式(即固定价格和单位价格共同组成),且商户为平台提供的价格折扣是需求竞争强度非增函数。
[Abstract]:The rapid development of information technology has promoted the vigorous development of e-commerce industry. At present, e-commerce is no longer limited to the traditional commodity trading. With the emergence and promotion of typical e-commerce platforms such as Taobao Mall, JingDong Mall, Ctrip Travel Network, etc. E-commerce in China has entered a trillion-yuan era. The operating mode of the real e-commerce platform is divided into four categories, that is, Marketplace. The agent operation mode is Reseller, the mixed operation model is hybrid, and the self-support mode is self-supporting. With the intensification of market competition. The profit space of e-commerce platform is becoming narrower and narrower. How to establish win-win cooperation or competition mechanism with merchants has become an important issue of common concern for e-commerce platform under different operating modes, compared with the traditional retail mode. There are two typical characteristics of e-commerce platform operation mode. One is that the number of merchants in the platform service system is larger and the degree of heterogeneity is higher; Second, the platform is more functional, that is, the platform can improve the overall efficiency of the platform service system by providing value-added services for merchants or customers. There are obvious differences in the interaction process among the three parties (e-commerce platform, merchant, customer) in the service system of e-commerce platform. This paper focuses on the heterogeneity and functional characteristics of the platform. Two typical business models: Marketplace vs.Reseller. The main work and innovation of this paper include: (1) Taobao in reality. This paper studies the design of the cooperation mechanism between the ecommerce platform and different types of merchants, considering the existence of both enterprise merchants and individual merchants in the market. The optimal cooperation mechanism of e-commerce platform is designed from the point of view of charging and product performance requirements. The research finds that when the platform is attractive enough to the enterprise merchants. It is more advantageous for the platform to cooperate with the two types of merchants and to charge only to the enterprise merchants. When the platform is not attractive enough to the enterprise merchants and requires high performance of the individual merchants, it is more advantageous to cooperate with the enterprise merchants only. 2) continue to take the e-commerce platform under the hyperstore operation mode as the object. This paper discusses the design of cooperation mechanism between e-commerce platform and different types of merchants from the point of view of charge and value-added services, and considers that there is demand competition between the two types of merchants (that is, the needs of different types of merchants will transform each other). Ecommerce platforms collect entry fees while providing value-added services to businesses (such as a thriving search service, research results show.). The optimal pricing decision of e-commerce platform (the optimal investment decision for value-added services) is a quasi-concave function (non-monotone function) of the price of high performance merchants, and when the competition between the two types of merchants is fierce. The platform provides value-added services to high performance merchants can obtain more profits. 3) to the reality of Ctrip travel network, JingDong Mall and other agents under the model of e-commerce platform as the object. This paper studies the design of cooperation and competition mechanism when the cooperation and competition exist between the platform and the merchant. Considering that the e-commerce platform and the merchant sell a certain product at the same time, the e-commerce platform provides the sales channel for the merchant to increase its potential demand. Merchants sell their products to the platform at the same time, e-commerce platform and how to make decisions. The conclusion of the study points out. The optimal price structure of the platform is a two-stage charging model (that is, fixed price and unit price), and the price discount provided by merchants for the platform is a non-increasing function of demand competition intensity.
【学位授予单位】：中国科学技术大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F724.6;F274

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