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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”.
Welcome to visit!
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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思维导图
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精读内容
在供应成员利润研究章节，作者首先研究了供应商的模式选择偏好。
通过最优决策对比，得到1.转售模式下，供应商偏好选择平台提供物流服务的销售模式。2.平台作为市场时，供应商偏好自己作为提供物流服务的主体。3.平台作为经销商并提供物流服务时，供应商利润最高。
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.
基于得到的结果分析得到：当定价权和提供物流服务为同一主体时，供应商利润更高，原因是定价权和物流服务决策权分离时，容易产生双重边际化效应。
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.
随后画出物流服务成本变化时，四种销售模式下供应商利润变化情况：
Then, when the logistics service cost changes, the supplier's profit changes under the four sales models are depicted:
得到：在平台定价并提供物流服务模式中，物流成本高时，供应商利润最高。在供应商定价并提供物流服务模式中，供应商利润最高。发现在供应商销售模式的选择与物流服务水平提高一致，并且物流服务水平对于销售模式选择的影响大于零售价格的影响。
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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知识补充
文中提到双重边际效应，那么造成双重边际效应的原因是什么？
双重边际效应是指一个经济行为对市场参与者两个层面的边际效应的影响，一方面是该行为对自身相关方面的边际影响，另一方面是对其他市场参与者的边际影响。造成双重边际效应的原因主要有以下几点：
1. 市场互动：在复杂的市场环境中，各个经济主体之间相互关联，一个经济主体的决策会引起其他经济主体的反应，从而形成双重边际效应。
2. 外部性：存在正面或负面的外部性会导致双重边际效应的出现。当一个经济行为给其他市场参与者带来正面或负面的影响时，就会产生双重边际效应。
3. 信息不对称：信息的不对称性也可能引起双重边际效应。当某些市场参与者拥有更多的信息，而其他市场参与者不能全面获取这些信息时，就会导致双重边际效应的发生。
4. 市场结构：市场竞争状况、产业结构等因素也会对双重边际效应的产生产生影响。不同的市场结构下，市场参与者之间的相互作用方式也不同，从而引发双重边际效应。
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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参考资料：火山AI翻译，知乎，百度
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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