平台网络外部性下在线平台的渠道模式决策研究

Research on Channel Mode Decision-Making of Online Platforms under the Externality of Platform Network

摘要: 随平台经济经历了快速的增长，越来越多的网络零售商(在线平台)允许制造商直接接触客户，平台与供应商形成三种渠道结构：转售、混合、代理。考虑代理模式中的佣金率和平台产生的网络外部性，通过建立Stackelberg博弈模型，分析在三种不同销售渠道模式下的均衡定价和利润，以及平台和供应商合作模式选择的问题。研究发现：除佣金率较大时，混合模式中的转售商家定价最大，其余情况下均是转售模式下定价最大；当佣金率较低时，在线平台倾向于转售模式而供应商倾向代理模式；当佣金率较高时，在线平台倾向于代理模式而供应商倾向转售模式；佣金率适中且平台网络外部性较大时，在线平台和供应商倾向于混合模式，佣金率适中且平台网络外部性较小时，在线平台又倾向于代理模式。

Abstract: As the platform economy has experienced rapid growth, more and more online retailers (online platforms) allow manufacturers to directly reach customers, and the platform and suppliers form three channel structures: resale, hybrid, and agency. Considering the commission rate in the agency model and the network externalities generated by the platform, the Stackelberg game model is established to analyze the equilibrium pricing and profit under the three different sales channel models, as well as the choice of platform and supplier cooperation mode. The results show that, except for the large commission rate, the resale merchant in the mixed mode has the largest pricing, and in the rest of the cases, the resale model has the largest pricing. When commission rates are low, online platforms tend to favor a resale model while vendors tend to favor an agency model; when the commission rate is high, the online platform tends to be an affiliate model and the supplier is inclined to a resale model; when the commission rate is moderate and the platform network externalities are large, the online platform and the supplier tend to be mixed, and when the commission rate is moderate and the platform network externalities are small, the online platform tends to be the agency model.