本文選題：電子商務 + 服務搭便車��； 參考：《預測》2017年05期

【摘要】：本文建立了分銷渠道博弈模型,比較分析了僅實體店、實體店加獨立網店、實體店加自營網店三種渠道結構,探討了電子商務環(huán)境下服務搭便車對渠道結構決策的影響機制。研究發(fā)現(xiàn):隨著網絡渠道市場基礎規(guī)模的逐漸增加,生產商的渠道結構選擇依次為實體店加獨立網店、僅實體店、實體店加自營網店。搭便車程度對生產商渠道決策的作用,受到生產成本和分銷成本的比值與網絡渠道份額的影響。在一定的條件下,生產商無論開通獨立網店還是自營網店,適中的服務搭便車程度最有利。在特定條件下,實體店可能支持生產商采用網店銷售。
[Abstract]:In this paper, the game model of distribution channel is established, and three kinds of channel structures are compared and analyzed: physical store, physical store plus independent net shop, physical store plus self-owned net shop, and the influence mechanism of service free rider on channel structure decision under the environment of electronic commerce is discussed. It is found that with the gradual increase of the basic scale of the network channel market, the choice of the channel structure of the manufacturer is in turn: physical store plus independent shop, physical store, physical store plus self-service shop. The effect of free-rider degree on producer channel decision is influenced by the ratio of production cost to distribution cost and the share of network channel. Under certain conditions, manufacturers open independent or self-owned online stores, moderate service hitchhiking degree is the most favorable. Under certain conditions, physical stores may support manufacturers to use online stores to sell.
【作者單位】： 青島大學商學院;青島大學研究生院;
【基金】：國家自然科學基金資助項目(71202143) 青島市博士后應用研究資助項目(2015173) 山東省博士后創(chuàng)新資助項目(201603064)
【分類號】：F224.32;F274;F724.6

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