本文選題：電子商務(wù) + 服務(wù)搭便車��； 參考：《預(yù)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(shí)體店、實(shí)體店加獨(dú)立網(wǎng)店、實(shí)體店加自營網(wǎng)店三種渠道結(jié)構(gòu),探討了電子商務(wù)環(huán)境下服務(wù)搭便車對渠道結(jié)構(gòu)決策的影響機(jī)制。研究發(fā)現(xiàn):隨著網(wǎng)絡(luò)渠道市場基礎(chǔ)規(guī)模的逐漸增加,生產(chǎn)商的渠道結(jié)構(gòu)選擇依次為實(shí)體店加獨(dú)立網(wǎng)店、僅實(shí)體店、實(shí)體店加自營網(wǎng)店。搭便車程度對生產(chǎn)商渠道決策的作用,受到生產(chǎn)成本和分銷成本的比值與網(wǎng)絡(luò)渠道份額的影響。在一定的條件下,生產(chǎn)商無論開通獨(dú)立網(wǎng)店還是自營網(wǎng)店,適中的服務(wù)搭便車程度最有利。在特定條件下,實(shí)體店可能支持生產(chǎn)商采用網(wǎng)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(xué)商學(xué)院;青島大學(xué)研究生院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目(71202143) 青島市博士后應(yīng)用研究資助項(xiàng)目(2015173) 山東省博士后創(chuàng)新資助項(xiàng)目(201603064)
【分類號】：F224.32;F274;F724.6

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