段玉兰 王勇 石国强

摘 要：本文构建了由一个制造商和一个拥有私有市场需求信息的电商平台组成的在线销售系统，制造商批发商品给电商平台，同时也可引入平台渠道直接向消费者销售，考虑渠道间的替代率、平台渠道的佣金费率和销售成本对电商平台信息共享決策和制造商平台渠道引入决策交互关系的影响。研究发现：若平台渠道的销售成本处于中等范围、佣金费率较高且渠道间的替代率较小，或平台渠道的销售成本处于中等范围、佣金费率和平台拥有的信息价值较小，电商平台自愿信息共享以诱导制造商引入平台渠道，其余条件下，电商平台信息共享的决策不影响制造商平台渠道的引入决策，其中若平台渠道的销售成本很小且佣金费率处于中等范围，制造商能引入平台渠道，否则，不能引入。

关键词：平台渠道引入;信息共享;电商平台;渠道竞争

中图分类号：F274文献标识码：A文章编号：1003-5192（2021）01-0075-09doi：10.11847/fj.40.1.75

Abstract：This research establishes an online sales system composed of a manufacturer and an e-commerce platform with private demand information， the manufacturer wholesales products to the e-commerce platform， and can also introduce the marketplace channel to sell directly to consumers. Considering the impact of the commission rate， the channel substitution rate and the sales cost of the marketplace channel on the interactive relationship between the manufacturer and the e-commerce platform. The research shows that： when the sales cost of the marketplace channel is in the middle range， the commission rate is high and the channel substitution rate is small， or the sales cost of the marketplace channel is in the middle range， the commission rate is low and the information value owned by the platform is small， the platform voluntarily shares information to induce the manufacturer to introduce the marketplace channel， when there are deviations from these conditions， the decision to share information on the e-commerce platform does not affect the introduction decision of the marketplace channel， in particular， if the sales cost of the marketplace channel is small and the commission rate is in the middle range， the marketplace channel will be introduced， otherwise， the marketplace channel will not be introduced.

Key words：marketplace channel introduction; information sharing; e-commerce platform; channel competition

1 引言

根据国家统计局的数据，2019年全国电子商务交易额为34.81万亿元，比上年增长6.7%。随着电子商务和网络信息技术的快速发展，越来越多的消费者选择通过电商平台购买商品，电商平台主要存在两种销售渠道：（1）分销渠道，类似于传统的批发零售，电商平台向制造商批发商品并自行定价销售。（2）平台渠道，电商平台允许制造商在平台上开设旗舰店或者专卖店直接向消费者销售商品，同时对制造商按照商品类别收取一定比例的佣金费[1，2]。……