俊学（25）：《商品及服务竞争下平台供应链议价模式选择策略》

摘要：This issue of the tweet will introduce the research background of the intensive reading journal article "Platform Supply Chain Bar

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“俊学（25）：精读期刊论文《商品及服务竞争下平台供应链议价模式选择策略》的研究背景”

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“Junxue (25): In-depth reading of the research background of the journal article "Strategy for selecting bargaining models in platform supply chains under competition in goods and services”

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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读期刊论文《商品及服务竞争下平台供应链议价模式选择策略》的研究背景。

This issue of the tweet will introduce the research background of the intensive reading journal article "Platform Supply Chain Bargaining Model Selection Strategy under Goods and Services Competition" from three aspects: mind map, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

1.社会背景（Social Background）

在新一代信息技术不断升级迭代的背景下，京东、淘宝等电商平台凭借直达消费者、商品种类丰富、价格相对低廉以及突破时空限制等优势，逐渐融入人们的日常消费。消费者在进行购买决策时，不仅会考虑价格因素，还会受到相关产品及服务体验的影响。

Against the backdrop of the continuous advancements in next-generation information technology, e-commerce platforms like JD.com and Taobao are gradually becoming part of everyday consumption, leveraging their direct access to consumers, extensive product variety, relatively low prices, and the ability to transcend time and space constraints. When consumers make purchasing decisions, they consider not only price but also the experience of the product and service involved.

然而，随着平台新用户增长逐渐放缓，电商平台纷纷将重点从“获取流量”转向“留住用户”。服务水平也逐渐成为电商竞争力的关键要素。因此，“商品＋服务”一体化是大势所趋，也是促进经济增长与平台升级的新方式。

However, as the growth of new users on platforms has gradually slowed, e-commerce platforms have shifted their focus from "traffic acquisition" to "user retention." Service quality has also gradually become a key factor in e-commerce competitiveness. Therefore, the integration of "products + services" is an inevitable trend and a new way to promote economic growth and platform upgrades.

2.行业背景（Industry Background）

上游制造商依靠电商平台来满足用户需求，获取消费者画像，并更灵活地把握市场动态。与此同时，电商平台也借助庞大的用户群体和强有力的销售渠道，与上游制造商展开议价。

Upstream manufacturers rely on e-commerce platforms to meet user needs, capture consumer profiles, and more flexibly grasp market dynamics. At the same time, e-commerce platforms leverage their vast user base and powerful sales channels to negotiate prices with upstream manufacturers.

此外，讨价还价的博弈方式还可以分为单独议价和集体议价。单独议价模式能够更快适应市场环境的变化并及时作出反应，但由于采购规模有限，往往难以享受批量价格优惠；而在集体议价模式下，买方通过合作更容易获得价格折扣，但同时也可能面临采购流程复杂、响应不够及时等问题。

Furthermore, bargaining can be categorized into individual and collective bargaining. Individual bargaining allows for quicker adaptation to market changes and timely responses, but often struggles to secure preferential bulk pricing due to limited procurement scale. Collective bargaining, on the other hand, allows buyers to more easily secure price discounts through collaboration, but can also lead to complex procurement processes and delayed responses.

因此，为提升运营效率和降低运营成本，平台与制造商的合作中选择何种议价模式是值得探讨的问题。

Therefore, in order to improve operational efficiency and reduce operating costs, it is worth exploring what bargaining model to choose in the cooperation between the platform and manufacturers.

3.国内外研究现状（Current research status at home and abroad）

目前，有关平台供应链中定价与服务决策的研究成果丰富。有研究指出，随着市场竞争加剧，电商平台在供应链运营与定价策略上会倾向于选择经销模式，并在价格博弈中扮演主导角色，从而影响供应商和平台的最优决策及利润。与此同时，随着网购消费结构不断升级，消费者愈发重视购物过程中的服务体验，电商平台间的竞争也逐渐由价格竞争转向以服务为核心的非价格竞争，服务因素在市场竞争中的重要性已显著超越价格因素。

Currently, there is a wealth of research on pricing and service decision-making within platform supply chains. Some studies suggest that as market competition intensifies, e-commerce platforms tend to adopt a distribution model in their supply chain operations and pricing strategies, playing a dominant role in price wars, thereby impacting the optimal decisions and profits of both suppliers and platforms. Furthermore, as online shopping patterns continue to evolve and consumers increasingly prioritize the service experience during the shopping process, competition among e-commerce platforms is gradually shifting from price competition to non-price competition centered on service. The importance of service factors in market competition has significantly surpassed price.

与本研究相关的还包括讨价还价问题。在平台与制造商围绕批发价格进行博弈时，制造商需要权衡线上销售模式与服务策略；而回收平台则可借助信息优势在折价回收中获取更高利润。批发价的讨价还价不仅影响渠道协调机制，还会因上游价格上涨削弱下游零售商的议价能力，进而导致供应链体系出现收益差异。

Also relevant to this study is the issue of bargaining. When platforms and manufacturers negotiate wholesale prices, manufacturers face a trade-off between online sales models and service strategies. Meanwhile, recycling platforms can leverage their information advantages to extract higher profits from discounted recycling. Bargaining over wholesale prices not only impacts channel coordination mechanisms but also weakens the bargaining power of downstream retailers due to rising upstream prices, leading to disparities in profitability across the supply chain.

4.创新点与研究问题（Innovations and research questions）

本研究将讨价还价博弈应用到平台供应链中，弥补了平台供应链中针对批发价讨价还价问题的讨论欠缺。

This study applies bargaining game to platform supply chains, filling the lack of discussion on wholesale price bargaining issues in platform supply chains.

考虑到平台议价能力的变化差异对议价模式选择的影响，本研究试图回答以下问题：①不同议价模式下平台供应链的均衡决策及均衡利润是什么？②平台的议价能力变化如何影响供应链成员的均衡结果？③平台采取何种议价策略可以争取到更优惠的批发价格并获得更高的收益？

Considering the impact of varying platforms' bargaining power on bargaining model selection, this study seeks to answer the following questions: ① What are the equilibrium decisions and profits of platform supply chains under different bargaining models? ② How does variation in the platform's bargaining power affect the equilibrium outcomes of supply chain members? ③ What bargaining strategies can platforms adopt to secure more favorable wholesale prices and achieve higher profits?

三、知识补充（Knowledge Supplement）

1.批发价格契约（Wholesale Price Contract）

批发价格契约是供应链中应用最广泛的契约形式，其基本做法是上游制造商以固定的批发价向下游零售商供货，由零售商根据市场需求自行定价并承担销售风险。该契约结构简单、操作便捷，但往往会因零售商独立定价而产生“双重加价”效应，降低整体供应链效率，因此常需结合回购、收益共享或数量折扣等机制加以改进，以实现供应链的协调与共赢。

Wholesale price contracts are the most widely used contract form in supply chains. Essentially, upstream manufacturers supply goods to downstream retailers at a fixed wholesale price. Retailers then set their own prices based on market demand and bear the sales risk. While this contract structure is simple and easy to implement, independent pricing by retailers often leads to a "double markup" effect, reducing overall supply chain efficiency. Therefore, improvements such as buybacks, revenue sharing, or quantity discounts are often needed to achieve coordinated and mutually beneficial supply chain outcomes.

2.“商品+服务“一体化（"Commodity + Service" integration）

“商品+服务”一体化是指企业在提供产品的同时，将相关服务深度嵌入到销售与使用过程中，实现从单纯的商品交易向“产品与服务协同价值创造”的转变。这种模式不仅满足消费者对功能与体验的双重需求，还能够提升用户黏性和满意度，帮助企业在同质化竞争中突出差异化优势，并推动由单次交易向长期关系的转变。

"Commodity + Service" integration means that while companies provide products, they also deeply embed relevant services into the sales and usage process, achieving a shift from simple commodity transactions to "product and service collaborative value creation." This model not only meets consumers' dual needs for functionality and experience, but also improves user stickiness and satisfaction, helping companies highlight their differentiation in a competitive landscape and driving the transition from single transactions to long-term relationships.

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翻译：Google翻译

参考资料：百度百科、Chat GPT

参考文献：李慧,徐琪.商品及服务竞争下平台供应链议价模式选择策略[J].管理学报,2025,22(8):1537-1546.