【作者】 陈林；

【导师】 南国芳；

【作者基本信息】 天津大学 ， 信息管理与信息系统， 2020， 博士

【摘要】 随着信息技术的普及和互联网商业的兴起,电子商务促进了国内经济社会发展。同时,电商市场参与者的交互行为给产品的销售模式决策带来了巨大的挑战。因此,在电子商务环境下,研究产品的最优定价及销售模式选择具有重要的理论意义和实践价值。本文结合信息系统经济学、市场营销学、博弈论、运营管理理论和消费者效用理论等基础理论,利用最优化方法和数值模拟技术,基于电商平台和制造商的视角,从消费者忠诚度、不同物流服务策略、跨渠道溢出效应和产品替代性等四个方面,深入研究电商环境下产品最优定价及销售模式选择。主要内容总结如下:首先,从消费者忠诚度的视角研究了电商平台在代售和转售之间的产品销售模式选择问题,讨论了电商平台的选择对消费者剩余和社会福利的影响,分析了消费者忠诚度如何影响电商平台的产品定价决策和销售模式选择。研究表明,电商平台的销售模式选择取决于消费者忠诚度的强弱。当消费者忠诚度较强时,电商平台应该选择代售模式;否则,电商平台应该使用转售模式。此外,代售模式下的消费者剩余和社会福利均高于转售模式。其次,从不同物流服务策略的视角研究了电商平台在开放销售和封闭销售之间的产品销售模式选择问题,讨论了电商平台的选择对第三方卖家收益、消费者剩余和社会福利的影响,分析了不同的物流服务策略如何影响电商平台的产品定价决策和销售模式选择。研究表明,在第三方物流策略下,当佣金率取中间值且消费者效用折扣较小时,电商平台倾向于选择开放销售模式;在自建物流策略下,电商平台始终倾向于选择开放销售模式。此外,当物流服务成本较低时,电商平台、第三方卖家和消费者均受益于自建物流策略。然后,从跨渠道溢出效应的视角研究了制造商在代售和转售之间的产品销售模式选择问题,讨论了制造商的选择对电商平台收益、线下零售商收益、消费者剩余和社会福利的影响,分析了不同类型的溢出效应如何影响制造商的产品定价决策和在线销售模式选择。研究表明,制造商的在线销售模式选择取决于溢出效应强度和线上渠道接受度。不同类型的溢出效应对制造商销售模式选择的影响不同,线上渠道接受度对溢出效应有调节作用。此外,当溢出效应为负且线上渠道接受度较小时,博弈各方均受益于代售模式。最后,从产品替代性的视角研究了制造商在同时销售和顺序销售之间的多产品销售模式选择问题,讨论了制造商的选择对电商平台收益的影响,分析了产品替代性如何影响制造商的多产品定价决策和销售次序选择。研究表明,当产品替代性强度较低时,制造商应选择同时销售模式。当产品替代性强度适中或较高时,制造商的最优选择为顺序销售模式。此外,电商平台和制造商对不同的销售次序的偏好不同。当产品替代性强度较低时,同时销售模式可以实现博弈各方的共赢。更多还原

【Abstract】 With the popularization of information technology and the rise of Internet commerce,e-commerce has promoted the development of domestic economic and social development.However,the interaction behavior of e-commerce market participators presents great challenges to the selections of product sale mode.Therefore,it is of great theoretical and practical significance to address the optimal pricing decisions and sale mode selections of products under the e-commerce environment.Based on the basic theory in information systems economics,marketing,game theory,and operation management,this dissertation applies the optimization theory and numerical simulation to address the optimal pricing decisions and sale mode selections for products in the e-commerce environment from the perspectives of the platform and the manufacturer.The dissertation’s aspects include consumer loyalty behavior,different logistics service strategies,cross-channel spillover effect,and product substitutability.The main contents are summarized as follows:First,considering consumer loyalty behavior,this dissertation investigates the sale mode selection between agency selling and wholesale selling for an e-commerce platform,discusses the impact of platform’s sale mode selection on consumer surplus and social welfare,and analyses the impact of customer loyalty on the e-commerce platform’s product pricing decisions and sale mode selections.Analytical results indicate that the choice of the optimal sale mode of the e-commerce platform depends on the strength of consumer loyalty.Specifically,when consumer loyalty is strong enough,the e-commerce platform should adopt the agency selling mode.Otherwise,the e-commerce platform should use the wholesale selling mode.In addition,results show that the consumer surplus and the social welfare under the agency selling mode are higher than those under the wholesale selling mode.Second,considering different logistics service strategies,this dissertation investigates the sale mode selection between openness and closed for an e-commerce platform,discusses the impact of platform’s sale mode selection on the third-party seller’s profit,consumer surplus and social welfare,and analyses the impact of the different logistics service strategies on the e-commerce platform’s product pricing decisions and sale mode selections.Analytical results indicate that under the third-party logistics strategy,when the commission rate is in the middle value and the consumer utility discount is small,the platform tends to adopt the openness sale mode.Under the self-built logistics strategy,the platform always tends to use the openness sale mode.In addition,when the logistics service cost is low,the platform,the third-party seller and consumers all benefit from the self-established logistics strategy.Third,considering cross-channel spillover effect,this dissertation investigates the sale mode selection between agency selling and wholesale selling for a manufacturer,discusses the impact of the manufacturer’s sale mode selection on the e-commerce platform’s profit,the offline retailer’s profit,consumer surplus and social welfare,and analyses how different types of spillover effects affect manufacturer’s product pricing decisions and online sale model choices.Analytical results indicate that the choice of online sale mode depends on the intensity of spillover effect and the online channel acceptance.Different types of spillovers have different impacts on manufacturer’s choice of sale mode,and the online channel acceptance has a moderating effect on the spillovers.In addition,when the spillover effect is negative and the online channel acceptance is small,all parties in the game benefit from the agency selling mode.Finally,considering product substitutability,this dissertation investigates the optimal sale sequence choice between simultaneous and sequential,discusses the impact of the manufacturer’s choice on the revenue of e-commerce platform,and analyses how product substitutability affects the manufacturer’s multi-product pricing decision and the sale sequence selection.Analytical results indicate that when the product substitution intensity is low,the manufacturer should choose the simultaneous sale mode.When the product substitution intensity is moderate or high,the manufacturer’s best choice is to sell the products sequentially.In addition,the e-commerce platform and the manufacturer have different preferences for different sale sequences.When the product substitution intensity is low,the simultaneous sale mode can realize the win-win situation for all parties in the game.更多还原