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《The Optimal Combination between Selling Mode and Logistics Service Strategy in an E-commerce Market 》供应商销售模式选择偏好。
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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”.
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本期推文将本通过思维导图，精读内容，知识补充三个板块，展示期刊论文《The Optimal Combination between Selling Mode and Logistics Service Strategy in an E-commerce Market 》供应商销售模式选择偏好，请读者跟着小编一起来学习吧！
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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Mind mapping
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Intensive reading content
In the chapter on the study of supply members' profits, the authors first examine the model selection preferences of suppliers.
Through the comparison of optimal decision-making, it is obtained: 1. Under the resale model, the supplier prefers to choose the sales model of the platform to provide logistics services. 2. When the platform is the market, the supplier prefers itself as the main body of providing logistics services. 3. When the platform acts as a distributor and provides logistics services, the supplier has the highest profit.
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.
Based on the analysis of the obtained results, 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 pricing power and the decision-making power of logistics services are separated, which is easy to produce a double marginal effect.
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.
Then, when the cost of logistics services changes, the changes in the profit of suppliers under the four sales models are plotted:
Then, when the logistics service cost changes, the supplier's profit changes under the four sales models are depicted:
Get: In the platform pricing and providing logistics service model, the supplier is most profitable when the logistics cost is high. Suppliers are the most profitable in the vendor pricing and logistics service model. It is found that the choice of supplier sales mode is consistent with the improvement of logistics service level, and the impact of logistics service level on sales mode selection is greater than that of retail price.
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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Knowledge supplementation
The double marginal effect is mentioned in the article, so what is the reason for the double marginal effect?
The double marginal effect refers to the marginal effect of an economic action on market participants at two levels, on the one hand, the marginal impact of the behavior on its own related aspects, and on the other hand, the marginal impact on other market participants. The main reasons for the double marginal effect are as follows:
1. Market interaction: In a complex market environment, various economic agents are interrelated, and the decisions of one economic agent will cause reactions from other economic agents, thus forming a double marginal effect.
2. Externalities: The presence of positive or negative externalities can lead to the emergence of double marginal effects. A double marginal effect occurs when an economic action has a positive or negative impact on other market participants.
3. Information asymmetry: Information asymmetry can also cause a double marginal effect. A double marginal effect occurs when some market participants have more information and others do not have full access to it.
4. Market structure: Market competition, industrial structure and other factors will also have an impact on the production of double marginal effects. Under different market structures, market participants interact with each other in different ways, resulting in a double marginal effect.
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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References: Volcano AI Translation, Zhihu, Baidu
参考文献：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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