自营渠道和市场竞争下的战略性第三方产品进入和模式选择:博弈论分析

IF 5.1 3区 管理学 Q1 BUSINESS Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-01-05 DOI:10.3390/jtaer19010005
Biao Xu, Jinting Huang, Xiaodan Zhang, Thomas Brashear Alejandro
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引用次数: 0

摘要

为了提高竞争力和盈利能力,著名的电子商务平台采用了双重零售渠道:自营渠道和在线市场。然而,一个明显的趋势正在出现,即电子商务平台正在扩大其市场,将有竞争力的第三方供应商纳入其中。在这一趋势的推动下,本研究试图探讨在自营渠道和市场的竞争中,第三方产品的战略整合问题。这项研究建立了一个博弈论模型,涉及一个平台和两个具有代表性的供应商--一个现有供应商和一个新进入者。具体来说,我们在评估现有供应商的自营战略的同时,还深入研究了在平台和新进入供应商之间建立均衡合作关系的问题。我们的分析发现了一个与直觉相反的结果:佣金率的上升导致老牌供应商的利润减少。此外,我们还发现,竞争产品进入市场的经济影响在很大程度上取决于产品质量。最后,我们证明了收入分享率在影响老牌供应商的自营战略方面起着关键作用,而市场平衡取决于产品质量、佣金率和收入分享率之间的相互作用。这些见解为营销人员和电子商务平台的战略决策过程提供了宝贵的指导。
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Strategic Third-Party Product Entry and Mode Choice under Self-Operating Channels and Marketplace Competition: A Game-Theoretical Analysis
To bolster their competitiveness and profitability, prominent e-commerce platforms have embraced dual retailing channels: self-operating channels and online marketplaces. However, a discernible trend is emerging wherein e-commerce platforms are expanding their marketplaces to encompass competitive third-party suppliers. Motivated by this trend, this study sought to examine the strategic integration of a third-party product amidst the competition between a self-operating channel and a marketplace. This investigation involved the development of a game-theoretic model involving a platform and two representative suppliers—an incumbent supplier and a new entrant. Specifically, we delved into establishing an equilibrium partnership between the platform and the new entrant supplier while also evaluating the self-operating strategy of the established supplier. Our analysis uncovered a counterintuitive outcome: an escalation in the commission rate resulted in diminished profits for the established supplier. Furthermore, we ascertained that the economic implications of a competitive product entry pivot significantly on product quality. Lastly, we demonstrated that the revenue-sharing rate plays a pivotal role in influencing the self-operating strategy of the established supplier, and the market equilibrium hinges on the interplay among product quality, the commission rate, and the revenue-sharing rate. These insights provide invaluable guidance for marketers and e-commerce platforms in their strategic decision-making processes.
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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