转售还是代理？电商平台数据共享策略对供应链绩效的影响

Resale or Agency? The Impact of E-Commerce Platform Data Sharing Strategies on Supply Chain Performance

摘要: 电商平台积累了大量与订单、用户行为以及销售有关的高价值数据。本文探讨了如下情形：采用不同定价模式的电商平台决策是否将上述数据与制造商共享，在此过程中消费者具有隐私担忧。基于电商平台所共享数据，制造商可以利用其进行交叉销售，并进一步通过数据挖掘投资将原始数据转化为优化自身生产计划和产品设计的有利工具。研究结果表明：在转售模式下，只要消费者隐私成本不是太高，电商平台总是愿意与制造商共享数据。有趣的是，制造商并不一定和平台达成数据共享合作，即使是免费甚至获得补贴。在代理模式下，制造商对数据共享的意愿高于平台，制造商反而愿意为数据共享向平台支付一定的费用。此外，当消费者隐私成本高于一定阈值时，若数据分享合作能够达成，平台总是会选择代理模式。

Abstract: E-commerce platforms accumulate a large amount of high-value data related to orders, user behavior, and sales. This paper explores the following scenario: e-commerce platforms using different pricing models decide whether to share this data with manufacturers, while consumers have privacy concerns. Based on the data shared by e-commerce platforms, manufacturers can use it for cross-selling and further transform the raw data into a useful tool for optimizing their production plans and product design through data mining investment. The results show that under the resale model, e-commerce platforms are always willing to share data with manufacturers as long as the consumer privacy cost is not too high. Interestingly, manufacturers do not necessarily reach a data sharing cooperation with the platform, even if it is free or subsidized. Under the agency model, manufacturers are more willing to share data than platforms, and are even willing to pay a certain fee to the platform for data sharing. In addition, when the consumer privacy cost exceeds a certain threshold, if a data sharing cooperation can be achieved, the platform will always choose the agency model.