信息泄露风险下制造商直销平台供应链信息共享策略研究

Research on Supply Chain Information Sharing Strategy of Manufacturer’s Direct Selling Platform under the Risk of Information Leakage

摘要: 本文考虑信息泄露概率和顾客流失量，构建转售和代销模式下电商平台共享和不共享信息四种模型，通过对比分析各主体均衡价格决策和事前利润，探讨信息泄露和渠道竞争对供应链信息共享策略的影响。研究发现：(1) 不同销售模式下的价格决策差异主要受信息共享策略、市场需求预测值和顾客流失量等因素的影响。(2) 在转售模式下，平台仅在竞争强度较大且顾客流失量较低时会选择共享信息策略，而在代销模式下，平台仅在竞争强度较小且顾客流失量较低时会选择共享信息策略。(3) 随着信息泄露概率和顾客流失量的增加，转售模式下制造商信息共享价值的下降幅度高于代销模式，而代销模式下电商平台信息共享价值的下降幅度要高于转售模式。本文可为信息泄露情形下平台供应链最优信息共享策略的制定提供参考。

Abstract: Considering the probability of information leakage and customer churn, this paper constructs four models of sharing and non-sharing information on e-commerce platforms under resale and agency models. By comparing and analyzing the equilibrium price decision and ex ante profit of each subject, this paper discusses the influence of information leakage and channel competition on supply chain information sharing strategy. The study found that: (1) The difference in price decision-making under different sales models is mainly affected by factors such as information sharing strategies, market demand forecast values, and customer churn. (2) In the resale model, the platform will choose the sharing information strategy only when the competition intensity is high and the customer churn is low. In the agency model, the platform will choose the sharing information strategy only when the competition intensity is low and the customer churn is low. (3) With the increase of information leakage probability and customer churn, the decline of manufacturer’s information sharing value in resale model is higher than that in agency model, while the decline of e-commerce platform’s information sharing value in agency model is higher than that in resale model. This paper can provide a reference for the formulation of the optimal information sharing strategy of the platform supply chain in the case of information leakage.