网络零售下销售努力对电商平台与制造商合作合同选择的影响
Impact of Online Retail Sales Efforts on Contract Selection of E-commerce Platform in Manufacturer Cooperation
沈建男 1宛佳琪1
作者信息
- 1. 苏州科技大学 商学院,江苏 苏州 215132
- 折叠
摘要
针对制造商要通过电商平台进行网络销售的情况,考虑合作过程中电商平台有三种合同可供选择:批发价合同、代理商合同和标价合同,构建有无销售努力的供应链动态博弈模型.并以无销售努力为基准情形,分别研究电商平台和制造商提供销售努力对平台合同选择、制造商合同偏好的影响,进一步检验双方关于合同的一致性.研究发现:电商平台销售努力通过缓解双重边际效应,扩大平台(制造商)关于批发价合同和标价合同选择(偏好)范围;而制造商销售努力进一步增强其在批发价合同与标价合同下讨价还价的能力,由此电商平台则扩大代理商合同的选择范围,并进一步揭示企业双方关于合同的一致性.
Abstract
In recent years,the online sales volume of e-commerce platforms has undergone significant growth,and the selection of contract for manufacturer cooperation has become an important issue discussed and researched in both industry and academia.This paper consider examined the scenario where a manufac-turer conducting online sales through an e-commerce platform could choose from three contract types in cooperating with the e-commerce platform,namely wholesale price contract,agency contract,and fixed-price contract.Based on practical inspiration and differing from previous discussions which only considered the wholesale price contract or agency contract,it introduced the fixed-price contract and constructed a dy-namic game model of the supply chain with and without sales efforts.With the scenario without sales efforts as a baseline,it studied the impact of sales efforts provided by the e-commerce platform and the manufactur-er on contract choice and manufacturer contract preferences,further examining the consistency of both par-ties regarding the contract.The study finds that the sales effort of the e-commerce platform will expand the range of contract choices(preferences)regarding the wholesale price contract and fixed-price contract by al-leviating the double marginalization effect;while the sales efforts of the manufacturer further enhances its bar-gaining power under the wholesale price contract and fixed-price contract,thereby expanding the choice range of the agency contract for the e-commerce platform,and further revealing the consistency of both par-ties regarding the contracts.This paper revealed the intrinsic mechanism of the impact of sales efforts,and the research conclusions provide theoretical support for the contract choice and operational parameter settings of retailers under scenarios with and without sales effort consideration,offering beneficial management insights for cooperation between e-commerce platforms and manufacturers in the online retail environment.By strengthening information sharing and communication,focusing on maintaining and enhancing cooperative relationships,and considering manufacturer contract preferences,cooperation and sustainable development between e-commerce platforms and manufacturers can be further promoted.
关键词
销售努力/电商平台/制造商/批发价合同/代理商合同/标价合同Key words
sales efforts/e-commerce platform/manufacturer/wholesale price contract/agency contract/fixed-price contract引用本文复制引用
出版年
2024
NETL
NSTL
万方数据