考虑质量和渠道差异的供应链促销策略研究

A Study of Supply Chain Promotion Strategies Considering Quality and Channel Differences

摘要: 零售商通常以转售模式和代售模式入驻电商平台，不同的入驻模式会引起产品所有权的变更，导致制定和承担促销的主体改变，进而影响促销策略。为了深入研究不同模式下渠道和质量差异对促销策略的影响，构建了一个由电商平台和两个零售商组成的Hotelling博弈模型。研究发现：(1) 当具有产品质量和渠道综合优势的零售商拥有产品所有权时，其促销力度相对较低。(2) 当两种产品差异化较小且零售商拥有产品所有权时，会导致竞争加剧，从而使促销力度显著增加。(3) 当代售渠道劣势较小时，生产高质量产品的零售商选择转售模式，生产低质量产品的零售商选择代售模式时，达成双方共赢。(4) 当电商平台同时拥有两种产品的所有权时，渠道竞争和质量竞争得到有效缓解，利润损失显著减少，即在双转售模式下，电商平台能够实现最高的利润水平。

Abstract: Retailers typically join e-commerce platforms through resale and consignment models. Different entry models can result in changes to product ownership, leading to shifts in the entities responsible for formulating and implementing promotional strategies, which in turn influence promotional tactics. To investigate the impact of channel and quality differences on promotional strategies under different models, a Hotelling game model was constructed involving an e-commerce platform and two retailers. The findings are as follows: (1) When a retailer with both product quality and channel advantages owns product ownership, its promotional intensity is relatively low. (2) When two products have minimal differentiation and the retailer owns product ownership, this leads to intensified competition, resulting in a significant increase in promotional intensity. (3) When the retail channel disadvantage is small, retailers producing high-quality products choose the resale model, while those producing low-quality products choose the consignment model, resulting in a win-win situation for both parties. (4) When the e-commerce platform simultaneously owns the rights to both products, channel competition and quality competition are effectively alleviated, and profit losses are significantly reduced. That is, under the dual resale model, the e-commerce platform can achieve the highest profit level.