网络平台销售模式中的需求信息共享策略与博弈结构决策研究
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摘要
研究了网络平台销售模式中的需求信息共享策略与博弈结构决策问题.在"电商-电商平台-物流"网络平台销售系统中,考虑电商拥有私有需求预测信息、电商平台拥有博弈结构的决定权,分别在三种博弈结构下(NASH均衡博弈、电商平台领导的Stackelberg博弈、3PL领导的Stackelberg博弈)建立了四种需求预测信息共享策略(不共享、只与电商平台共享、只与3PL共享、都共享)的优化模型,并通过模型求解得到了各方收益,并对电商需求预测信息共享策略与电商平台博弈结构选择进行博弈分析.研究结果发现:1)当电商平台服务效率较低时,零售商的均衡策略为不共享信息,而电商平台的均衡策略为先于3PL决策.2)当电商平台服务效率较高时,或当电商平台服务效率适中且需求预测信息准确性较高时,零售商的均衡策略为只与电商平台共享信息,而电商平台的均衡策略为后于3PL决策.
This paper studies the demand forecast information sharing strategy and game structure decision in online platform selling model.In this paper,we consider an online platform-selling model consisting of an e-retailer,an e-commerce platform and a third-party logistics.There are two important assumptions:1)the e-retailer owns the private demand forecast information and can choose to share with the e-platform,the 3 PL,or both; 2)the e-commerce platform could determine the game structure.Based on these,we investigate the e-retailer's optimal information sharing strategies under different game structures and then analyze the e-platform's optimal game structure selections under different information sharing strategies.Our results show that,1)when the service efficiency of the e-commerce platform is weak,the equilibrium strategy of e-retailer is not sharing the information,and that of e-commerce platform is making decisions before 3 PL.2)When the service efficiency of the e-commerce platform is strong,or when the service efficiency of the e-commerce platform is moderate and the accuracy of the demand forecast is high,the equilibrium strategy of e-retailer is sharing the information with the e-commerce platform,and that of e-commerce platform is making decisions after 3 PL.
This paper studies the demand forecast information sharing strategy and game structure decision in online platform selling model.In this paper,we consider an online platform-selling model consisting of an e-retailer,an e-commerce platform and a third-party logistics.There are two important assumptions:1)the e-retailer owns the private demand forecast information and can choose to share with the e-platform,the 3 PL,or both; 2)the e-commerce platform could determine the game structure.Based on these,we investigate the e-retailer's optimal information sharing strategies under different game structures and then analyze the e-platform's optimal game structure selections under different information sharing strategies.Our results show that,1)when the service efficiency of the e-commerce platform is weak,the equilibrium strategy of e-retailer is not sharing the information,and that of e-commerce platform is making decisions before 3 PL.2)When the service efficiency of the e-commerce platform is strong,or when the service efficiency of the e-commerce platform is moderate and the accuracy of the demand forecast is high,the equilibrium strategy of e-retailer is sharing the information with the e-commerce platform,and that of e-commerce platform is making decisions after 3 PL.
引文
[1]罗春林,毛小兵,田歆.网络平台销售模式中的需求信息分享策略研究[J].中国管理科学,2017,25(8):149-157.Luo C L,Mao X B,Tian X.Demand information sharing in online platform selling mode[J].Chinese Journal of Management Science,2017,25(8):149-157.
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[3]Ha A Y,Tang C S.Handbook of information exchange in supply chain management[M].Springer,2017.
[4]Shi Y,Guo X,Yu Y.Dynamic warehouse size planning with demand forecast and contract flexibility[J].International Journal of Production Research,2018(11):1-13.
[5]杨善林,周开乐.大数据中的管理问题:基于大数据的资源观[J].管理科学学报,2015,18(5):1-8.Yang S L,Zhou K L.Management issues in big data:The resource-based view of big data[J].Journal of Management Sciences in China,2015,18(5):1-8.
[6]冯芷艳,郭迅华,曾大军,等.大数据背景下商务管理研究若干前沿课题[J].管理科学学报,2013,16(1):1-9.Feng Z Y,Guo X H,Zeng D J,et al.On the research frontiers of business management in the context of big data[J].Journal of Management Sciences in China,2013,16(1):1-9.
[7]极客公园.牵手京东到家后,新达达如何布局本地生活配送?[EB/OL].http://www.ebrun.com/20160831/189989.shtml.2016-08-31.Geek Park.How did the new DaDa layout the local life distribution after cooperation with the Jingdong arrived home?[EB/OL].http://www.ebrun.com/20160831/189989.shtml.2016-08-31.
[8]丁磊表态支持顺丰:网易电商业务将升级与顺丰合作.[EB/OL].http://tech.sina.com.cn/i/2017-06-02/doc-ifyfuzny27-07205.shtml.
[9]王滔,颜波.博弈视角下的在线渠道决策研究[J].管理科学学报,2017,20(6):64-77.Wang T,Yan B.Decision-making of online channel from the viewpoint of game theory[J].Journal of Management Sciences in China,2017,20(6):64-77.
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[11]Bakos Y,Katsamakas E.Design and ownership of two-sided networks:Implications for internet platforms[J].Journal of Management Information Systems,2008,25(2):171-202.
[12]Chen J,Fan M,Li M.Advertising versus brokerage model for online trading platforms[J].Social Science Electronic Publishing,2016,40:575-596.
[13]Han S,Fu Y,Cao B,et al.Pricing and bargaining strategy of e-retail under hybrid operational patterns[J].Annals of Operations Research,2018,270(1-2):179-200.
[14]李佩,魏航.基于信誉的B2C电商平台开放和网络零售商进驻策略研究[J].中国管理科学,2017,25(3):147-155.Li P,Wei H.The strategies of B2C platform open and online retailers entry based on reputation[J].Chinese Journal of Management Science,2017,25(3):147-155.
[15]Ryan J K,Sun D,Zhao X.Competition and coordination in online marketplaces[J].Production and Operations Management,2012,21(6):997-1014.
[16]Kwark Y,Chen J,Raghunathan S.Online product reviews:Implications for retailers and competing manufacturers[J].Information Systems Research,2014,25(1):93-110.
[17]Chen J,Guo Z.Online advertising,retailer platform openness,and long tail sellers[J].Social Science Electronic Publishing,2015.
[18]Abhishek V,Jerath K,Zhang Z J.To platform-sell or resell? Channel structures in electronic retailing[J].Management Science,2016,62(8):2259-2280.
[19]Kwark Y,Chen J,Raghunathan S.Platform or wholesale? A strategic tool for online retailers to benefit from third-party information[J].MIS Quarterly,2017,41(3):763-786.
[20]Tian L,Vakharia A,Tan Y R,et al.Marketplace,reseller,or hybrid:A strategic analysis of emerging e-commerce model[J].Social Science Electronic Publishing,2016.
[21]王玉燕,于兆青.考虑网络平台服务、消费者需求差异的混合供应链决策[J].系统工程理论与实践,2018,38(6):1465-1478.Wang Y Y,Yu Z Q.Decisions of hybrid supply chain considering internet platform service and differences in customer demand[J].Systems Engineering—Theory&Practice,2018,38(6):1465-1478.
[22]Li L.Information sharing in a supply chain with horizontal competition[J].Management Science,2002,48(9):1196-1212.
[23]Mishra B K,Raghunathan S,Yue X.Demand forecast sharing in supply chains[J].Production and Operations Management,2010,18(2):152-166.
[24]Yan R,Pei Z.Incentive information sharing in various market structures[M].Elsevier Science Publishers B.V.,2015.
[25]Shamir N,Shin H.Public forecast information sharing in a market with competing supply chains[J].Management Science,2016,62(10):2994-3022.
[26]Yue X,Liu J.Demand forecast sharing in a dual-channel supply chain[J].European Journal of Operational Research,2006,174(1):646-667.
[27]艾兴政,唐小我,马永开.传统渠道与电子渠道预测信息分享的绩效研究[J].管理科学学报,2008,11(1):12-21.Ai X Z,Tang X W,Ma Y K.Performance of forecasting information sharing between traditional channel and e-channel[J].Journal of Management Sciences in China,2008,11(1):12-21.
[28]滕文波,庄贵军.基于电子渠道需求预测的渠道模式选择[J].中国管理科学,2011,19(5):71-78.Teng W B,Zhuang G J.Channel selection based on the demand forecast of e-channel[J].Chinese Journal of Management Science,2011,19(5):71-78.
[29]滕文波,庄贵军.基于需求预测的店中店模式决策[J].系统工程理论与实践,2012,32(7):1391-1399.Teng W B,Zhuang G J.Store within a store selection based on the demand forecast[J].Systems Engineering—Theory&Practice,2012,32(7):1391-1399.
[30]Yan R,Cao Z,Pei Z.Manufacturer's cooperative advertising,demand uncertainty,and information sharing[J].Journal of Business Research,2015,68(12):1-9.
[31]聂佳佳.零售商信息分享对闭环供应链回收模式的影响[J].管理科学学报,2013,16(5):69-82.Nie J J.Effects of retailer information sharing on collecting modes of closed-loop supply chain[J].Journal of Management Sciences in China,2013,16(5):69-82.
[32]聂佳佳.需求信息预测对制造商回收再制造策略的价值[J].管理科学学报,2014,17(1):35-47.Nie J J.The value of demand information forecast on remanufacturing strategy of manufacturer[J].Journal of Management Sciences in China,2014,17(1):35-47.
[33]Zhang P,Xiong Z.Information sharing in a closed-loop supply chain with asymmetric demand forecasts[J].Mathematical Problems in Engineering,2017(4):1-12.
[34]Choi S C.Price competition in a channel structure with a common retailer[J].Marketing Science,1991,10(4):271-296.
[35]Ertek G,Griffin P M.Supplier-and buyer-driven channels in a two-stage supply chain[J].IHE Transactions,2002,34(8):691-700.
[36]Xue W,Demirag O C,Niu B.Supply chain performance and consumer surplus under alternative structures of channel dominance[J].European Journal of Operational Research,2014,239(1):130-145.
[37]Bian J,Lai K K,Hua Z.Service outsourcing under different supply chain power structures[J].Annals of Operations Research,2016,248(1-2):1-20.
[38]姚树俊,陈菊红.考虑零售商竞争的产品售后服务能力运营策略研究[J].管理工程学报,2016,30(1):88-95.Yao S J,Chen J H.After-sales service capacity of operation strategy considering retailers competition[J].Journal of Industrial Engineering and Engineering Management,2016,30(1):88-95.
[39]Gao J,Han H,Hou L,et al.Pricing and effort decisions in a closed-loop supply chain under different channel power structures[J].Journal of Cleaner Production,2016,112:2043-2057.
[40]王玉燕,申亮.基于消费者需求差异和渠道权力结构差异的MT-CLSC定价、效率与协调研究[J].中国管理科学,2014,22(6):34-42.Wang Y Y,Shen L.Pricing,efficiency,and coordination in MT-CLSC considering differences in customer demand and differences channel power structures[J].Chinese Journal of Management Science,2014,22(6):34-42.
[41]李新然,蔡海珠,牟宗玉.政府奖惩下不同权力结构闭环供应链的决策研究[J].科研管理,2014,35(8):134-144.Li X R,Cai H Z,Mou Z Y.Research on the decision of dosed-loop supply chain under the government premium and penalty based on different power structure[J].Science Research Management,2014,35(8):134-144.
[42]Wei J,Zhao J,Li Y.Pricing decisions for complementary products with firms'different market powers[J].European Journal of Operational Research,2013,224(3):507-519.
[43]Wang L,Song H,Wang Y.Pricing and service decisions of complementary products in a dual-channel supply chain[J].Computers and Industrial Engineering,2017,105:223-233.
[44]Lu J C,Tsao Y C,Charoensiriwath C.Competition under manufacturer service and retail price[J].Economic Modelling,2011,28(3):1256-1264.
[45]Tsay A A,Agrawal N.Channel dynamics under price and service competition[J].Manufacturing and Service Operations Management,2000,2(4):372-391.
[46]Mantin B,Krishnan H,Dhar T.The strategic role of third-party marketplaces in retailing[J].Production and Operations Management,2014,23(11):1937-1949.
[47]Zheng B,Yang C,Yang J,et al.Dual-channel closed loop supply chains:Forward channel competition,power structures and coordination[J].International Journal of Production Research,2017,55(12):3510-3527.
[48]Lu J C,Tsao Y C,Charoensiriwath C.Competition under manufacturer service and retail price[J].Economic Modelling,2011,28(3):1256-1264.
[49]Hendershott T,Zhang J.A model of direct and intermediated sales[J].Journal of Economics and Management Strategy,2010,15(2):279-316.
[50]鲁其辉,朱道立.质量与价格竞争供应链的均衡与协调策略研究[J].管理科学学报,2009,12(3):56-64.Lu Q H,Zhu D L.Research on equilibriums and coordination strategies of supply chains with quality and price competition[J].Journal of Management Sciences in China,2009,12(3):56-64.
[51]王磊,戴更新,孙浩.零售商提供服务且具有公平偏好的供应链博弈研究[J].系统工程,2015(6):1-9.Wang L,Dai G X,Sun H.Game analysis on a supply chain with retailers providing service and fair concern[J].Systems Engineering,2015(6):1-9.
[2]聂佳佳.预测信息分享对制造商开通直销渠道的影响[J]·管理工程学报,2012,26(2):106-112.Nie J J.The effect of forecast information sharing on manufacturer's launching direct channels[J].Journal of Industrial Engineering and Engineering Management,2012,26(2):106-112.
[3]Ha A Y,Tang C S.Handbook of information exchange in supply chain management[M].Springer,2017.
[4]Shi Y,Guo X,Yu Y.Dynamic warehouse size planning with demand forecast and contract flexibility[J].International Journal of Production Research,2018(11):1-13.
[5]杨善林,周开乐.大数据中的管理问题:基于大数据的资源观[J].管理科学学报,2015,18(5):1-8.Yang S L,Zhou K L.Management issues in big data:The resource-based view of big data[J].Journal of Management Sciences in China,2015,18(5):1-8.
[6]冯芷艳,郭迅华,曾大军,等.大数据背景下商务管理研究若干前沿课题[J].管理科学学报,2013,16(1):1-9.Feng Z Y,Guo X H,Zeng D J,et al.On the research frontiers of business management in the context of big data[J].Journal of Management Sciences in China,2013,16(1):1-9.
[7]极客公园.牵手京东到家后,新达达如何布局本地生活配送?[EB/OL].http://www.ebrun.com/20160831/189989.shtml.2016-08-31.Geek Park.How did the new DaDa layout the local life distribution after cooperation with the Jingdong arrived home?[EB/OL].http://www.ebrun.com/20160831/189989.shtml.2016-08-31.
[8]丁磊表态支持顺丰:网易电商业务将升级与顺丰合作.[EB/OL].http://tech.sina.com.cn/i/2017-06-02/doc-ifyfuzny27-07205.shtml.
[9]王滔,颜波.博弈视角下的在线渠道决策研究[J].管理科学学报,2017,20(6):64-77.Wang T,Yan B.Decision-making of online channel from the viewpoint of game theory[J].Journal of Management Sciences in China,2017,20(6):64-77.
[10]Hagiu A.Merchant or two-sided platform?[J].Review of Network Economics,2007,6(2):115-133.
[11]Bakos Y,Katsamakas E.Design and ownership of two-sided networks:Implications for internet platforms[J].Journal of Management Information Systems,2008,25(2):171-202.
[12]Chen J,Fan M,Li M.Advertising versus brokerage model for online trading platforms[J].Social Science Electronic Publishing,2016,40:575-596.
[13]Han S,Fu Y,Cao B,et al.Pricing and bargaining strategy of e-retail under hybrid operational patterns[J].Annals of Operations Research,2018,270(1-2):179-200.
[14]李佩,魏航.基于信誉的B2C电商平台开放和网络零售商进驻策略研究[J].中国管理科学,2017,25(3):147-155.Li P,Wei H.The strategies of B2C platform open and online retailers entry based on reputation[J].Chinese Journal of Management Science,2017,25(3):147-155.
[15]Ryan J K,Sun D,Zhao X.Competition and coordination in online marketplaces[J].Production and Operations Management,2012,21(6):997-1014.
[16]Kwark Y,Chen J,Raghunathan S.Online product reviews:Implications for retailers and competing manufacturers[J].Information Systems Research,2014,25(1):93-110.
[17]Chen J,Guo Z.Online advertising,retailer platform openness,and long tail sellers[J].Social Science Electronic Publishing,2015.
[18]Abhishek V,Jerath K,Zhang Z J.To platform-sell or resell? Channel structures in electronic retailing[J].Management Science,2016,62(8):2259-2280.
[19]Kwark Y,Chen J,Raghunathan S.Platform or wholesale? A strategic tool for online retailers to benefit from third-party information[J].MIS Quarterly,2017,41(3):763-786.
[20]Tian L,Vakharia A,Tan Y R,et al.Marketplace,reseller,or hybrid:A strategic analysis of emerging e-commerce model[J].Social Science Electronic Publishing,2016.
[21]王玉燕,于兆青.考虑网络平台服务、消费者需求差异的混合供应链决策[J].系统工程理论与实践,2018,38(6):1465-1478.Wang Y Y,Yu Z Q.Decisions of hybrid supply chain considering internet platform service and differences in customer demand[J].Systems Engineering—Theory&Practice,2018,38(6):1465-1478.
[22]Li L.Information sharing in a supply chain with horizontal competition[J].Management Science,2002,48(9):1196-1212.
[23]Mishra B K,Raghunathan S,Yue X.Demand forecast sharing in supply chains[J].Production and Operations Management,2010,18(2):152-166.
[24]Yan R,Pei Z.Incentive information sharing in various market structures[M].Elsevier Science Publishers B.V.,2015.
[25]Shamir N,Shin H.Public forecast information sharing in a market with competing supply chains[J].Management Science,2016,62(10):2994-3022.
[26]Yue X,Liu J.Demand forecast sharing in a dual-channel supply chain[J].European Journal of Operational Research,2006,174(1):646-667.
[27]艾兴政,唐小我,马永开.传统渠道与电子渠道预测信息分享的绩效研究[J].管理科学学报,2008,11(1):12-21.Ai X Z,Tang X W,Ma Y K.Performance of forecasting information sharing between traditional channel and e-channel[J].Journal of Management Sciences in China,2008,11(1):12-21.
[28]滕文波,庄贵军.基于电子渠道需求预测的渠道模式选择[J].中国管理科学,2011,19(5):71-78.Teng W B,Zhuang G J.Channel selection based on the demand forecast of e-channel[J].Chinese Journal of Management Science,2011,19(5):71-78.
[29]滕文波,庄贵军.基于需求预测的店中店模式决策[J].系统工程理论与实践,2012,32(7):1391-1399.Teng W B,Zhuang G J.Store within a store selection based on the demand forecast[J].Systems Engineering—Theory&Practice,2012,32(7):1391-1399.
[30]Yan R,Cao Z,Pei Z.Manufacturer's cooperative advertising,demand uncertainty,and information sharing[J].Journal of Business Research,2015,68(12):1-9.
[31]聂佳佳.零售商信息分享对闭环供应链回收模式的影响[J].管理科学学报,2013,16(5):69-82.Nie J J.Effects of retailer information sharing on collecting modes of closed-loop supply chain[J].Journal of Management Sciences in China,2013,16(5):69-82.
[32]聂佳佳.需求信息预测对制造商回收再制造策略的价值[J].管理科学学报,2014,17(1):35-47.Nie J J.The value of demand information forecast on remanufacturing strategy of manufacturer[J].Journal of Management Sciences in China,2014,17(1):35-47.
[33]Zhang P,Xiong Z.Information sharing in a closed-loop supply chain with asymmetric demand forecasts[J].Mathematical Problems in Engineering,2017(4):1-12.
[34]Choi S C.Price competition in a channel structure with a common retailer[J].Marketing Science,1991,10(4):271-296.
[35]Ertek G,Griffin P M.Supplier-and buyer-driven channels in a two-stage supply chain[J].IHE Transactions,2002,34(8):691-700.
[36]Xue W,Demirag O C,Niu B.Supply chain performance and consumer surplus under alternative structures of channel dominance[J].European Journal of Operational Research,2014,239(1):130-145.
[37]Bian J,Lai K K,Hua Z.Service outsourcing under different supply chain power structures[J].Annals of Operations Research,2016,248(1-2):1-20.
[38]姚树俊,陈菊红.考虑零售商竞争的产品售后服务能力运营策略研究[J].管理工程学报,2016,30(1):88-95.Yao S J,Chen J H.After-sales service capacity of operation strategy considering retailers competition[J].Journal of Industrial Engineering and Engineering Management,2016,30(1):88-95.
[39]Gao J,Han H,Hou L,et al.Pricing and effort decisions in a closed-loop supply chain under different channel power structures[J].Journal of Cleaner Production,2016,112:2043-2057.
[40]王玉燕,申亮.基于消费者需求差异和渠道权力结构差异的MT-CLSC定价、效率与协调研究[J].中国管理科学,2014,22(6):34-42.Wang Y Y,Shen L.Pricing,efficiency,and coordination in MT-CLSC considering differences in customer demand and differences channel power structures[J].Chinese Journal of Management Science,2014,22(6):34-42.
[41]李新然,蔡海珠,牟宗玉.政府奖惩下不同权力结构闭环供应链的决策研究[J].科研管理,2014,35(8):134-144.Li X R,Cai H Z,Mou Z Y.Research on the decision of dosed-loop supply chain under the government premium and penalty based on different power structure[J].Science Research Management,2014,35(8):134-144.
[42]Wei J,Zhao J,Li Y.Pricing decisions for complementary products with firms'different market powers[J].European Journal of Operational Research,2013,224(3):507-519.
[43]Wang L,Song H,Wang Y.Pricing and service decisions of complementary products in a dual-channel supply chain[J].Computers and Industrial Engineering,2017,105:223-233.
[44]Lu J C,Tsao Y C,Charoensiriwath C.Competition under manufacturer service and retail price[J].Economic Modelling,2011,28(3):1256-1264.
[45]Tsay A A,Agrawal N.Channel dynamics under price and service competition[J].Manufacturing and Service Operations Management,2000,2(4):372-391.
[46]Mantin B,Krishnan H,Dhar T.The strategic role of third-party marketplaces in retailing[J].Production and Operations Management,2014,23(11):1937-1949.
[47]Zheng B,Yang C,Yang J,et al.Dual-channel closed loop supply chains:Forward channel competition,power structures and coordination[J].International Journal of Production Research,2017,55(12):3510-3527.
[48]Lu J C,Tsao Y C,Charoensiriwath C.Competition under manufacturer service and retail price[J].Economic Modelling,2011,28(3):1256-1264.
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