期刊论文

Sellers promotion competition on the online marketplace

中文

管理工程学报

1004-6062

2022

36

1

217-227

10.13587/j.cnki.jieem.2022.01.019

国家自然科学基金资助项目(71602189) 教育部人文社科研究项目(20YJC630158) 中央高校基本科研业务费专项(2722021EK027)

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网络平台市场(Online Marketplace)上平台商发起促销活动邀请销售商参加是常见的商业现象。本文围绕竞争的销售商和网络零售平台构建了一个三阶段的促销博弈模型,研究网络平台市场上的销售商面对平台商发起促销活动时决定是否参加的促销选择博弈,以及销售商和平台商的促销折扣决策。研究发现,对销售商们来说,都不参加,部分参加或者都参加平台促销活动都有可能成为均衡策略。参加平台促销活动在一定程度上能够缓和竞争,当参与成本均趋近于零时,都选择参加平台促销活动是唯一的均衡策略,而当参与成本均处于中等偏低范围内时,销售商的促销选择博弈将陷入"囚徒困境"。此外,佣金费率也将影响销售商促...

Online marketplaces have become a very popular mode for e-tailers, wherein sellers sell products to consumers directly, and platform operators charge sellers a commission fee based on each transaction on the platform.This mode differs from the reselling mode, in which manufacturers and retailers are based on a wholesale contract in a traditional supply chain.In an online marketplace, the platform operator initiates a platform-wide promotion and invites sellers to participate, such as Tmall's Double Eleven Festival, Amazon' s Prime Day and other holiday promotions launched by major e-commerce p...