制造商展厅部署与在线销售形式之间的互动

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引用次数: 0

摘要

许多通过在线零售平台进行销售的制造商正在部署实体展厅,以方便消费者了解其产品。为了揭示制造商设立展厅对平台型分销渠道参与者的影响,我们建立了一个博弈论模型,在该模型中,制造商通过在线零售商以代理销售或批发销售的方式进行销售,消费者依次决定展厅和购买。我们发现,首先,尽管陈列室在解决消费者的估值不确定性方面具有优势,但陈列室的部署可能会意外地导致更多的产品退货(即退货加剧效应),这在消费者的旅行成本适中的情况下会损害批发销售下的零售商。其次,在旅行成本较低(较高)的情况下,每种销售形式下的制造商都倾向于从陈列室中获益(受损);此外,佣金率的下降会提高陈列室部署的收益,使得代理销售下的制造商更倾向于部署陈列室,尤其是在旅行成本适中的情况下。第三,考虑到制造商(不)部署展厅以及相应的利润影响,渠道成员可能会对销售形式采取不同的偏好。值得注意的是,他们一致偏好佣金率中等偏低的代理销售,而都不偏好佣金率和差旅成本相对较高的代理销售。本研究揭示了制造商部署展厅这一蓬勃发展的做法,阐明了其对基于平台的分销渠道的影响。
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The interaction between manufacturer’s showroom deployment and online selling formats

Many manufacturers selling through online retail platforms are deploying physical showrooms to facilitate consumers’ learning about their products. To uncover the effects of the manufacturer-deployed showrooms on participants in a platform-based distribution channel, we establish a game-theoretic model wherein a manufacturer sells through an online retailer under either agency selling or wholesale selling, and consumers decide sequentially on showrooming and purchasing. We find that, firstly, despite the merits of showrooms in resolving consumers’ valuation uncertainty, the deployment of showrooms may unexpectedly engender more product returns (i.e., return exacerbation effect), which hurts the retailer under wholesale selling when the consumers’ travel cost is moderate. Second, the manufacturer under each selling format tends to benefit (suffer) from showrooms in the case of low (high) travel cost; in addition, the decrease in commission rate boosts the gain from showroom deployment, making the manufacturer under agency selling more likely to deploy showrooms, especially when the travel cost is moderate. Third, in anticipation of the manufacturer’s (not) deploying showrooms and the corresponding profit impacts, the channel members may adopt varying preferences for the selling format. Notably, they have aligned preferences for agency selling with medium low commission rate, while neither prefers agency selling with relatively high commission rate and travel cost. This study sheds light on the flourishing practice of manufacturer-deployed showrooms, clarifying their impacts on the platform-based distribution channel.

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来源期刊
CiteScore
16.20
自引率
16.00%
发文量
285
审稿时长
62 days
期刊介绍: Transportation Research Part E: Logistics and Transportation Review is a reputable journal that publishes high-quality articles covering a wide range of topics in the field of logistics and transportation research. The journal welcomes submissions on various subjects, including transport economics, transport infrastructure and investment appraisal, evaluation of public policies related to transportation, empirical and analytical studies of logistics management practices and performance, logistics and operations models, and logistics and supply chain management. Part E aims to provide informative and well-researched articles that contribute to the understanding and advancement of the field. The content of the journal is complementary to other prestigious journals in transportation research, such as Transportation Research Part A: Policy and Practice, Part B: Methodological, Part C: Emerging Technologies, Part D: Transport and Environment, and Part F: Traffic Psychology and Behaviour. Together, these journals form a comprehensive and cohesive reference for current research in transportation science.
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