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《The Optimal Combination between Selling Mode and Logistics Service Strategy in an E-commerce Market 》供應商銷售模式選擇偏好。
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Today, the editor brings you the supplier sales model selection preferences of “The Optimal Combination between Selling Mode and Logistics Service Strategy in an E-commerce Market”.
Welcome to visit!
本期推文将本通過思維導圖，精讀内容，知識補充三個闆塊，展示期刊論文《The Optimal Combination between Selling Mode and Logistics Service Strategy in an E-commerce Market 》供應商銷售模式選擇偏好，請讀者跟着小編一起來學習吧！
This tweet will present the journal paper "The Optimal Combination between Selling Mode and Logistics Service Strategy in an E-commerce Market" through three sections: Mind Map, Intensive Reading Content, and Knowledge Supplement. Please follow the editor to learn!
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思維導圖
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精讀内容
在供應成員利潤研究章節，作者首先研究了供應商的模式選擇偏好。
通過最優決策對比，得到1.轉售模式下，供應商偏好選擇平台提供物流服務的銷售模式。2.平台作為市場時，供應商偏好自己作為提供物流服務的主體。3.平台作為經銷商并提供物流服務時，供應商利潤最高。
In the chapter of Supply Member Profit Research, the author first studies the model selection preferences of suppliers.
Through the comparison of the optimal decision, it is concluded that 1. Under the resale model, the supplier prefers to choose the sales model where the platform provides logistics services. 2. When the platform acts as a market, the supplier prefers to be the main body providing logistics services. 3. When the platform acts as a distributor and provides logistics services, the supplier has the highest profit.
基于得到的結果分析得到：當定價權和提供物流服務為同一主體時，供應商利潤更高，原因是定價權和物流服務決策權分離時，容易産生雙重邊際化效應。
Based on the results obtained, it is concluded that when the pricing power and the provision of logistics services are the same subject, the supplier's profit is higher, because the separation of pricing power and logistics service decision-making power is prone to double marginalization effects.
随後畫出物流服務成本變化時，四種銷售模式下供應商利潤變化情況：
Then, when the logistics service cost changes, the supplier's profit changes under the four sales models are depicted:
得到：在平台定價并提供物流服務模式中，物流成本高時，供應商利潤最高。在供應商定價并提供物流服務模式中，供應商利潤最高。發現在供應商銷售模式的選擇與物流服務水準提高一緻，并且物流服務水準對于銷售模式選擇的影響大于零售價格的影響。
In the platform pricing and providing logistics service model, the supplier has the highest profit when the logistics cost is high. In the supplier pricing and providing logistics service model, the supplier has the highest profit. It is found that the choice of supplier sales model is consistent with the improvement of logistics service level, and the influence of logistics service level on the choice of sales model is greater than that of retail price.
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知識補充
文中提到雙重邊際效應，那麼造成雙重邊際效應的原因是什麼？
雙重邊際效應是指一個經濟行為對市場參與者兩個層面的邊際效應的影響，一方面是該行為對自身相關方面的邊際影響，另一方面是對其他市場參與者的邊際影響。造成雙重邊際效應的原因主要有以下幾點：
1. 市場互動：在複雜的市場環境中，各個經濟主體之間互相關聯，一個經濟主體的決策會引起其他經濟主體的反應，進而形成雙重邊際效應。
2. 外部性：存在正面或負面的外部性會導緻雙重邊際效應的出現。當一個經濟行為給其他市場參與者帶來正面或負面的影響時，就會産生雙重邊際效應。
3. 資訊不對稱：資訊的不對稱性也可能引起雙重邊際效應。當某些市場參與者擁有更多的資訊，而其他市場參與者不能全面擷取這些資訊時，就會導緻雙重邊際效應的發生。
4. 市場結構：市場競争狀況、産業結構等因素也會對雙重邊際效應的産生産生影響。不同的市場結構下，市場參與者之間的互相作用方式也不同，進而引發雙重邊際效應。
The text mentions the double marginal effect, so what is the cause of the double marginal effect?
The double marginal effect refers to the impact of an economic action on the marginal effect of market participants at two levels. On the one hand, it is the marginal effect of the action on its own related aspects, and on the other hand, it is the marginal effect on other market participants. The reasons for the double marginal effect are as follows:
1. Market interaction: In a complex market environment, various economic entities are interconnected, and the decisions of one economic entity will generate reactions from other economic entities, thus forming a double marginal effect.
2. Externalities: The existence of positive or negative externalities can lead to the appearance of double marginal effects. Double marginal effects occur when an economic action has a positive or negative impact on other market participants.
3. Information asymmetry: Information asymmetry can also lead to a double marginal effect. When some market participants have more information, while others do not have full access to this information, a double marginal effect occurs.
4. Market structure: Factors such as market competition and industrial structure can also affect the generation of double marginal effects. Under different market structures, the interaction between market participants is also different, resulting in double marginal effects.
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參考資料：火山AI翻譯，知乎，百度
參考文獻：Qin X, Liu Z, Tian L. The optimal combination between selling mode and logistics service strategy in an e-commerce market [J]. European Journal of Operational Research, 2021, 289(2): 639-651.
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