不同销售模式下平台自有品牌引入与物流外包策略的交互影响

The Interactions between Platform Store Brand Introduction and Logistics Outsourcing Strategy under Different Sale Modes

摘要: 平台不仅作为线上交易渠道，还通过引入自有品牌影响着供应链的结构。本文基于两种不同的销售模式，研究平台自有品牌引入与制造商的物流外包策略的交互影响。结合供应链的运营策略，提出6种决策模型结构。通过理论与数值分析探讨自有品牌入侵、物流外包选择策略以及供应链的销售模式偏好。结果表明：在转售或代理销售外包平台物流情形下，平台有动机实行入侵；在代理销售外包第三方物流情形下，其入侵策略与产品接受度和物流水平差异有关。无论平台是否引入自有品牌，在其物流服务费用较高且平台物流与第三方物流水平差异较小时，制造商的物流外包策略应从平台物流转到第三方物流。此外，不同的市场环境下制造商与平台关于销售模式的偏好存在差异性，通过外生参数调节可以在转售模式中可以局部实现供应链均衡，实现双赢局面。

Abstract: The platform serves not only as an online trading channel but also impacts the supply chain structure by introducing proprietary brands. Based on two different sales contracts, this paper studies the interaction between the introduction of a platform store brand and the logistics outsourcing strategy of the manufacturer. Considering the operation strategy of the supply chain, six decision models are proposed. Through theoretical and numerical analysis, store brand invasion, logistics outsourcing selection strategy and supply chain sales contract preference are discussed. The results show that: in the models of reselling and agent sale outsourcing the platform logistics, the platform has the motivation to invade. In the case of agent sale outsourcing third-party logistics, its intrusion strategy is related to store brand product acceptance and logistics service level difference. Whether the platform introduces its own brand or not, when the platform logistics service cost is high and the difference of service level between platform logistics and third-party logistics is small, the logistics outsourcing strategy of the manufacturer should be changed from platform logistics to third-party logistics. In addition, the manufacturer and platform have commonalities and differences in their preferences for sales models in different market environments. Through the adjustment of exogenous parameters, supply chain equilibrium can be partially realized in the reselling model to achieve a win-win situation.