考虑服务水平的电商平台物流整合策略研究

Research on E-Commerce Platform Logistics Integration Strategy Considering Service Levels

摘要: 近年来，电商平台整合物流业务的趋势愈加明显，但如何制定整合策略尚缺乏有效论证。本文基于Hotelling模型考虑了垄断情形下平台物流整合决策问题，通过对比整合前后的博弈均衡，分析平台整合策略的影响因素和实际效果。研究结果表明：(1) 整合使得电商平台与物流公司服务水平均提高；(2) 电商平台物流整合不总是导致进一步的垄断，平台和物流公司对商家的定价之和可能提高也可能降低；(3) 电商平台物流整合可以产生协同效应提高整体利润。

Abstract: In recent years, the trend of e-commerce platforms integrating logistics services has become increasingly evident. However, there is a lack of effective demonstration on how to formulate integration strategies. This paper, based on the Hotelling model, considers the logistics integration decision-making problem of platforms under monopoly conditions. By comparing the game equilibria before and after integration, the paper analyzes the influencing factors and practical effects of platform integration strategies. The results show that: (1) Integration improves the service levels of both e-commerce platforms and logistics companies; (2) The integration of logistics services by e-commerce platforms does not always lead to further monopoly; the sum of the pricing by platforms and logistics companies for merchants may either increase or decrease; (3) The integration of logistics services by e-commerce platforms can generate synergy effects and improve overall profits.