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3G网络的普及为移动商务的进一步发展提供了广阔的平台,越来越多的企业通过开发基于移动商务平台的应用来销售产品进而扩大市场份额。本文考虑一个网络零售商和一个移动平台服务商组成的供应链系统;其中零售商借助于服务商的营销努力来开拓移动渠道需求。零售商根据平台销量向服务商支付佣金;考虑到捕获的需求所带来的网络外部性,服务商需要确定自身的营销投入。基于一个Stackelberg博弈模型,我们研究了零售商的最优佣金和服务商的最优营销努力决策,刻画了最优决策的结构性质,并提出了一个分段佣金契约来实现供应链的协调。数值实验表明通过零售商和平台服务商的协调运作,能够有效地提高整体利润。研究结果对新时期网络零售商开展基于移动商务平台的协作具有较强的管理启示。
The popularization of 3G network provides a broad platform for the further development of mobile commerce. More and more enterprises expand their market share by developing products based on mobile commerce platform to sell their products. This article considers a supply chain system consisting of an online retailer and a mobile platform service provider. Retailers use mobile service providers to develop mobile channel requirements. Retailers pay commissions to service providers based on platform sales; service providers need to identify their own marketing efforts given the network’s externalities associated with captured demand. Based on a Stackelberg game model, we study the optimal retailer’s optimal commission and service provider’s marketing efforts, describe the structural properties of the optimal decision-making, and propose a piecewise commission contract to achieve supply chain coordination. Numerical experiments show that through the coordinated operation of retailers and platform service providers, can effectively improve the overall profit. The research results have strong management implications for online retailers based on the mobile commerce platform in the new era.