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本文针对目前自营式B2C零售商纷纷开放平台,向联营模式转变这一现象,构建博弈模型,从服务水平和运营成本视角研究B2C零售商经营模式选择的问题。研究表明:不同经营模式下服务水平与运营成本的差异会影响零售商经营模式的选择。当采取自营模式所带来的服务水平提升(相比于联营模式),与由此而增加的运营成本相比,优势足够明显时,零售商会采取自营模式。而当这种优势有限时,只要自营式零售商配送效率足够高,零售商也可以采取自营模式。尤其对于标准化程度高、客单价高的商品,零售商采取自营模式比较合理。
This article aims at the phenomenon that self-operated B2C retailers are opening up platforms and changing to an affiliate model, building a game model, and studying the choice of B2C retailer business model from the perspective of service level and operating cost. Research shows that the difference between service levels and operating costs under different business models will affect the choice of retailer business models. When the self-supported model brings about a higher level of service (compared to an affiliate model), compared with the increased operating costs, the retailer will adopt a self-support model when the advantage is obvious enough. When this advantage is limited, as long as the distribution efficiency of self-operated retailers is high enough, retailers can also adopt self-operating mode. Especially for commodities with high degree of standardization and high unit prices, it is more reasonable for retailers to adopt self-supporting models.