万绍荣 马凤 王婧

摘  要：O2O模式为零售业个体工商户带来发展契机。文章从微观角度研究个体工商户利用O2O平台分销商品前后，供应商与个体工商户经营状况的变化情况。通过构建Stackelberg主从博弈模型，分析个体工商户接入O2O平台的必要性，并探讨O2O平台利润抽成与普及化程度、价格弹性系数、服务成本系数等对商品需求、供应商与个体工商户预期收益、消费者剩余的影响。结果证明：O2O模式是个体工商户提高消费者满意度、寻求生存与发展的重要依托;在O2O模式初期消费者对个体工商户服务的要求会降低，但随着O2O模式程度加深，个体工商户需要提高服务水平以匹配更高的消费者剩余。O2O平台利润抽成长期波动或比例过高会使得商品需求产生波动，给个体工商户带来经营风险，不利于行业的长期发展，因此O2O平台需要政府政策的指导与管控。

关键词：个体工商户;O2O;供应链;零售业;Stackelberg动态博弈

中图分类号：F273.7    文献标识码：A

Abstract： This paper breaks through the macro perspective and considers the changes in the business conditions of suppliers and individual businesses from the micro perspective when individual businesses distribute goods through O2O platform. Through the construction of Stackelberg master-slave game model， this paper analyzes the necessity for individual businesses to access the O2O platform， and the impact of O2O platform profits and popularity， price elasticity coefficient and service cost coefficient on commodity demand， expected income of suppliers and individual businesses， and consumer surplus. The results show that： O2O platform is an important support for individual businesses to seek survival and development， and O2O platform is conducive to individual businesses to improve consumer satisfaction; but if O2O platform profits fluctuate or too high for a long time， it will make commodity demand fluctuate， bring business risks to individual businesses， and is not conducive to the long-term development of the industry， so O2O platform needs the guidance of government policies from the perspective of individual businesses， in the early stage of O2O， consumers' requirements for their services will be reduced， but too much energy may not bring benefits; and with the deepening of O2O， individual businesses need to improve their service level to match higher consumer surplus.

Key words： individual business; O2O; supply chain; retail channel; Stackelberg dynamic game

0  引  言

2020年《中華人民共和国民法典》第一篇第二章第四节第五十四条，对于个体工商户的定义为：“自然人从事工商业经营，经依法登记，为个体工商户。”数据显示，目前我国登记在册的个体工商户8 331.3万户，带动就业人口超过2亿。这表明自1986年《中华人民共和国民法通则》的颁布正式确立了个体工商户制度以来，在国家的引导与鼓励下，个体工商户已经逐步成为社会主义公有制经济的重要补充，是缓解就业压力不可或缺的重要一环。因此……