考慮第三方賣家下，品牌商之最適網路平台通路策略

A Brand Vendor's Optimal Channel Strategy on the Online Platform under the Existence of Third-Party Sellers

謝承勳(Cheng-Hsun Hsieh) ； 沈庭葳(Ting-Wei Shen) ； 蕭櫓(Lu Hsiao)

《中山管理評論》 30卷4期 (2022/09) Pp. 605-642

https://doi.org/10.6160/SYSMR.202209_30(4).0001

摘要

線上購物平台的需求增加，促使品牌商必須拓展網路平台之通路來接觸更多消費者。本研究欲探討品牌商在面對網路平台不同的銷售型態時，其最適的通路策略選擇為僅採用單純通路策略，或是混合通路策略。本研究方法為建立一動態賽局模型，考慮通路間的替代關係、交易服務費、固定費用，以及需求程度等因素，如何影響品牌商定價與通路策略選擇。研究結果發現，只在B2C銷售型態所收取的交易服務費適中時，品牌商之最適策略為混合通路策略，否則為單純通路策略。進一步發現，混合通路策略下的零售價，不一定高於或低於單純通路下的零售價，且值得注意的是，當第三方賣家需求足夠大時，混合通路策略下的B2C銷售型態之零售價，將會高於單純通路策略的零售價。

關鍵字

第三方賣家 ； 代理銷售 ； 通路策略 ； 替代效果 ； 賽局理論

並列摘要

The increasing demand for online platforms motivates brand vendors to introduce online channels to reach more consumers. In this study, we analyze a brand vendor's optimal channel strategy which could be a pure or mixed channel strategy. To address the research question, we build a dynamic game-theoretic model including the substitution effect among different merchandising channels, the transaction fees charged by platforms, fix fees, and the degree of demands for different selling-types. We try to analyze the difference in retail prices between channels and the brand vendor's optimal channel strategy in the different marketing environments. The result shows that a mixed channel strategy is optimal only when transaction fees charged by the platform under B2C selling-type are moderate. Otherwise, a pure channel strategy works better. Further, the retail price under mixed channel strategy is not necessarily higher or lower than that under pure channel strategy. It is worth notice when third-party sellers have high demand, the retail price of the B2C selling-type under the mixed channel strategy is higher than the pure channel strategy.

並列關鍵字

Third-Party Sellers ； Agency Selling ； Channel Strategies ； Substitution Effect ； Game Theory

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