商业研究

商业研究

• 产业经济 • 上一篇    

基于物流时效需求差异的电商平台市场均衡研究

夏德建1,2，王勇1,2   

  1. (重庆大学 1.经济与工商管理学院; 2.现代物流重庆市重点实验室,重庆 400044)
  • 收稿日期:2017-11-20 出版日期:2018-03-23
  • 作者简介:夏德建(1984-)，男，重庆永川人，重庆大学经济与工商管理学院博士研究生，研究方向：物流与供应链管理、双边市场；王勇(1957-)，男，四川内江人，重庆大学经济与工商管理学院教授，管理学博士，研究方向：物流优化、双边市场。
  • 基金资助:
    国家自然科学基金项目“‘电商-平台-物流’价值链的决策方法研究”，项目编号：71672015；中央高校基本科研业务费专项项目“电商平台与电商物流的发展模式及竞争策略研究”，项目编号：2017CDJSK02PT09。

Research on Game Equilibrium of E-commerce Platform Market Influenced by Demand Discrepancy based on Logistics Timeliness

XIA De-jian1,2, WANG Yong1,2   

  1. (1. School of Economics and Business Administration, Chongqing University, Chongqing 400044,China; 2.Key Laboratory of Modern Logistics of Chongqing, Chongqing University， Chongqing 400044, China)
  • Received:2017-11-20 Online:2018-03-23

摘要： 随着越来越多的企业和个人将网络市场作为商品销售和采购的重要渠道，网购交易量的节节攀升既促进了电商平台市场的繁荣，也对物流畅通带来了巨大压力。限时物流成为提升物流企业核心竞争力的关键，相关研究也将配送时效作为提升服务和成本控制的约束变量。鉴此，本文将物流时效作为影响买家网购和物流商成本的决定性变量，构建基于线性与非线性物流时效需求的电商平台市场决策模型，求解比较平台、电商、买家和物流商等参与方的决策与收益均衡。研究发现：当买家的网购基本需求越强时，买家的物流时效需求越可能呈现为线性结构，此时线性情景下的平台、电商及物流商的定价水平更低，买家的购买量更大，各方的均衡收益均比非线性情形更高；当买家的网购基本需求偏弱时，买家的物流时效需求越可能表现为非线性结构，此时非线性情景下的平台、电商及物流商的定价水平更低，买家的购买量更大，各方的均衡收益比线性情形下更高。上述结论可为平台、电商及物流商识别买家的需求类型和自身定价决策的合理性，优化其利润空间提供一定的参考。

关键词: 网购, 物流时效, 线性需求, 非线性需求, 电商平台, 博弈, 均衡

Abstract: With the popularity of internet transactions, more and more enterprises and individuals have taken the internet market as an important channel for product purchase and sale. The increase in the volume of online shopping has not only promoted the prosperity of the e-commerce platform market, but also brought great pressure to the smooth logistics. Logistics timeliness is considered as the decisive variable affecting buyer′s online shopping and logistics costs. The paper constructs two different decision-making game models of the e-commerce platform market based on the buyer′s demand function affected by linear and non-linear logistics timeliness, solving and comparing the equilibrium of the decisions and income of the participants of the e-commerce platform market, such as e-commerce platform company, the online seller, the online buyer and the logistics express enterprise. The results show that the stronger the basic demand of buyer′s online shopping, the more likely the buyer′s demand function for logistics timeliness is linear, so under this circumstance, the prices of the platform, the online seller and the logistics provider are lower, while the buyer′s purchase quantity is higher, and the equilibrium returns of all parties are higher than those of nonlinear scenarios;on the contrary, when the buyer′s basic demand for online shopping is weaker, the more likely the buyer′s demand function for logistics timeliness is nonlinear, so under this circumstance, the prices of the platform, the online seller and the logistics provider are lower, while the buyer′s purchase quantity is higher, and the equilibrium returns of all parties are higher than those of linear scenarios. The decision equilibrium of the two different kinds of demand function can provide some reference for the platform, the online seller and the logistics express enterprise to quickly identify the buyer′s demand type and realize the rationality of their price decisions, and then optimize their profit margins.

Key words: online shopping, logistics timeliness, linear demand, nonlinear demand, e-commerce platform, game, equilibrium