《选择增值服务下平台供应链渠道模式选择与运营决策》绪论（2）

摘要：Today, the editor will introduce the second part of the introduction toChannel Mode Selection and Operational Decision-Making in P

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“颜读（20）：精读博士论文《选择增值服务下平台供应链渠道模式选择与运营决策》绪论（2）”

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"Yan Du (20): Intensive Reading: Introduction (2) of the Doctoral Dissertation Channel Mode Selection and Operational Decision-Making in Platform Supply Chains under the Selection of Value-Added Services"

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今天小编将从思维导图、精读内容、知识补充三个板块为大家带来《选择增值服务下平台供应链渠道模式选择与运营决策》绪论（2）介绍。

Today, the editor will introduce the second part of the introduction to Channel Mode Selection and Operational Decision-Making in Platform Supply Chains under the Option of Value-Added Services from three sections: mind mapping, in-depth content reading, and supplementary knowledge.

一、思维导图（Mind Mapping）

二、精读内容（Conduct in-depth reading of the material）

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

综合国内外相关文献，文章总结了渠道模式选择、服务运作管理、平台供应链运营决策的研究不足，并针对这些研究不足展开后续的研究内容。①渠道模式选择：现有文献关于平台供应链中渠道模式选择多是基于电商平台不提供增值服务。这种情况下，影响渠道模式选择的因素较为单一。②服务运作管理：现有文献关于平台供应链中增值服务的研究逐渐增多，但仍然存在以下研究空间。第一，将电商平台作为增值服务供给商的相关研究较少。第二，缺乏研究增值服务策略以及深入分析不同情景下增值服务供给策略的差异。第三，缺乏对增值服务供给效率评价。③平台供应链运营决策：现有文献主要考虑平台供应链中的定价、退货、库存等运营问题。然而，在平台供应链的经营管理中，尤其是在寄售模式下，佣金设置是电商平台需要决策的重要内容。但是，现有文献多是考虑佣金为外生变量，缺少从电商平台或供应链整体视角研究佣金设置的机理。

By synthesizing relevant domestic and international literature, this article summarizes the research gaps in channel mode selection, service operation management, and operational decision-making in platform supply chains and outlines subsequent research endeavors to address these gaps. ① Channel Mode Selection: Most existing literature on channel mode selection within platform supply chains is based on the premise that e-commerce platforms do not offer value-added services. Under such circumstances, the factors influencing channel mode selection are relatively singular.② Service Operation Management: Although research on value-added services within platform supply chains has been gradually increasing, there remain several research gaps. Firstly, there is a scarcity of studies focusing on e-commerce platforms as providers of value-added services. Secondly, there is a lack of research on value-added service strategies and in-depth analysis of the differences in value-added service provision strategies under various scenarios. Thirdly, there is a deficiency in evaluating the efficiency of value-added service provision. ③ Operational Decision-Making in Platform Supply Chains: Existing literature primarily addresses operational issues such as pricing, returns, and inventory within platform supply chains. However, in the management and operation of platform supply chains, particularly under the consignment model, commission setting is a crucial decision-making aspect for e-commerce platforms. Nevertheless, most existing literature treats commissions as exogenous variables and lacks research on the mechanisms of commission setting from the perspectives of e-commerce platforms or the entire supply chain.

（2）研究目标、研究内容和拟解决的关键问题（Research objectives、research contents and key issues to be addressed）

1、研究目标（Research objectives）

本文的研究目标为：剖析平台供应链销售渠道模式选择的内在机理；揭示增值服务对平台供应链运营和绩效的影响；测度并比较不同情境下电商平台提供增值服务供给效率；为电商平台供应链从业者提供管理启示和建议。

The research objectives of this paper are as follows: to analyze the internal mechanism underlying the selection of sales channel modes in platform supply chains; to reveal the impact of value-added services on the operation and performance of platform supply chains; to measure and compare the efficiency of value-added service provision by e-commerce platforms under different scenarios; and to provide managerial insights and recommendations for practitioners in e-commerce platform supply chains.

2、研究内容（Research contents）

本文的研究内容为：考虑多个零售商的平台供应链零售市场入侵决策；平台供应链多产品销售渠道模式选择；平台供应链回收-再销售策略与渠道模式选择；双渠道平台供应链融资策略与渠道模式选择；平台供应链延保服务策略与渠道模式选择；电商平台提供增值服务供给效率测度及其影响因素。

The research content of this paper includes: the decision-making on retail market invasion in platform supply chains considering multiple retailers; the selection of multi-product sales channel modes in platform supply chains; the strategies for recycling-resale and channel mode selection in platform supply chains; the financing strategies and channel mode selection in dual-channel platform supply chains; the extended warranty service strategies and channel mode selection in platform supply chains; as well as the measurement of the efficiency of value-added service provision by e-commerce platforms and its influencing factors.

3、拟解决的关键问题（Key issues to be addressed）

本文的拟解决的关键问题有：①刻画电商平台拥有多个零售商下的需求函数，探究和比较不同入侵情景下电商平台的最优佣金，研究供应商和电商平台入侵决策以及入侵行为对供应链其他成员的影响；②考虑产品和渠道模式的不同组合情景，分别研究供应商和电商平台的最优渠道模式选择并比较其异同，通过合理设置佣金的方式缓解供应商和电商平台在渠道模式选择上的冲突；③刻画二手市场上不同的回收和再销售行为，比较在转售和寄售两种模式下电商平台的回收-再销售策略的差异，探究电商平台引入二手市场对其他供应链成员的利润影响，分析存在二手市场如何影响新产品市场的线上渠道模式；④针对线上线下双渠道间成本和渠道偏好的差异性，研究平台供应链上融资策略与渠道模式选择的交互影响，并厘清这种交互影响的内在机理；⑤刻画延保服务对消费者效用影响，对比不同渠道模式和不同延保服务提供商下的延保服务策略的边界条件，分别针对不同渠道模式下研究谁更适合提供延保服务以及针对延保服务提供商应该选择何种渠道模式。

The key issues to be addressed in this paper are as follows: ① Characterize the demand function for e-commerce platforms with multiple retailers, explore and compare the optimal commissions for e-commerce platforms under different invasion scenarios, and investigate the invasion decisions of suppliers and e-commerce platforms, as well as the impact of invasion behavior on other supply chain members.② Considering various combinations of products and channel modes, examine the optimal channel mode selections for suppliers and e-commerce platforms, compare their similarities and differences, and mitigate conflicts in channel mode selection between suppliers and e-commerce platforms through reasonable commission setting.③ Depict different recycling and resale behaviors in the secondary market, compare the differences in recycling-resale strategies for e-commerce platforms under resale and consignment modes, explore the profit impacts of e-commerce platforms introducing the secondary market on other supply chain members, and analyze how the presence of the secondary market affects the online channel mode in the new product market. ④ Investigate the interactive effects between financing strategies and channel mode selections in platform supply chains, considering differences in costs and channel preferences between online and offline channels, and clarify the underlying mechanisms of these interactive effects. ⑤ Characterize the impact of extended warranty services on consumer utility, compare the boundary conditions for extended warranty service strategies under different channel modes and extended warranty service providers, and determine which party is more suitable for providing extended warranty services under different channel modes, as well as which channel mode extended warranty service providers should choose.

（3）研究方法、技术路线和创新点（Research methods、technical route and innovation points）

1、研究方法（Research methods）

本文在对电商平台行业和企业调研的基础上，通过文献查询、专家咨询、理论演绎与归纳等方法，对本文涉及的电商平台供应链渠道模式选择、增值服务供给、定价决策和利润共享机制等问题进行系统研究，运用博弈论、运筹学、计算机仿真和行业对比，提炼、分析并检验所得结论。

Based on industry and enterprise research in the e-commerce platform sector, this paper conducts a systematic study on issues related to supply chain channel mode selection, value-added service provision, pricing decisions, and profit-sharing mechanisms in e-commerce platforms through methods such as literature review, expert consultation, theoretical deduction, and induction. It employs game theory, operations research, computer simulation, and industry comparisons to refine, analyze, and validate the derived conclusions.

2、技术路线（Technical route）

首先，以电商平台只提供基础服务为基准，研究电商平台佣金设置的一般规律以及个体渠道模式选择的冲突与协调（本文第二、三章）；其次，将增值服务引入电商平台供应链中，分别针对电商平台面向产品、供应商和消费者提供对应的增值服务，即二手市场（第四章）、融资服务（第五章）和延保服务（第六章），重点研究增值服务供给对平台供应链渠道模式选择和运营决策的影响；最后，以增值服务和基础服务的相对盈利能力为指标，测度不同增值服务供给效率并比较不同渠道模式下增值服务供给效率的差异（第七章）。

Firstly, taking the scenario where e-commerce platforms only provide basic services as a baseline, this paper investigates the general patterns of commission setting on e-commerce platforms and the conflicts and coordination in individual channel mode selection (covered in Chapters 2 and 3 of this paper). Secondly, by introducing value-added services into the e-commerce platform supply chain, this study focuses on the corresponding value-added services provided by e-commerce platforms for products, suppliers, and consumers, namely, the secondary market (Chapter 4), financing services (Chapter 5), and extended warranty services (Chapter 6). It places particular emphasis on examining the impact of value-added service provision on channel mode selection and operational decisions within the platform supply chain. Finally, using the relative profitability of value-added services versus basic services as an indicator, this paper measures the efficiency of different value-added service provisions and compares the differences in efficiency across various channel modes (Chapter 7).

3、创新点（Innovation points）

文章的创新点有：①考虑佣金为内生变量，揭示平台供应链佣金设置的内在规律；②创造性地引入增值服务供给策略，多角度探索增值服务与基本服务的交互作用；③着重分析增值服务对渠道模式选择的影响。

The innovation points of this article are as follows: ① Considering commissions as endogenous variables, it reveals the inherent laws governing commission setting in platform supply chains; ② It creatively introduces value-added service provision strategies and explores the interactive effects between value-added services and basic services from multiple perspectives; ③ It focuses on analyzing the impact of value-added services on channel mode selection.

三、知识补充（supplementary knowledge）

Hotelling 模型是经济学中一个经典的空间竞争模型，用于分析企业在空间或产品特性上的定位选择，Hotelling 模型通过一个简化的市场设定来研究竞争企业如何选择位置或产品特性以吸引消费者。Hotelling经典模型的两种形式是固定价格下的位置竞争和价格与位置同时竞争。

The Hotelling model is a classic spatial competition model in economics, used to analyze firms' positioning choices in terms of spatial location or product characteristics. By employing a simplified market setup, the Hotelling model investigates how competing firms select locations or product features to attract consumers. The two classic forms of the Hotelling model are location competition under fixed prices and simultaneous competition on both price and location.

（1）固定价格下的位置竞争（Location competition under fixed pricing）

假设两企业价格相同（如都为 1），竞争的是位置。消费者选择离自己最近的企业。结果为两个企业会趋向于聚集在中点（即a=b=0.5），这是所谓的最小差异原理。

Assuming that both firms set the same price (e.g., both at 1) and compete solely on location, consumers will choose the firm that is closest to them. The outcome is that the two firms will tend to cluster at the midpoint (i.e., a = b = 0.5), which is known as the principle of minimum differentiation.

（2）价格与位置同时竞争（Simultaneous competition on both price and location）

企业既可以选择价格PA，PB,也可以选择位置a，b。结果会更加复杂，通常通过博弈论的纳什均衡来分析。若只在价格上竞争且位置固定，则会出现“价格战”；若可移动位置，则企业会保持一定距离，防止过度竞争。

Firms can choose both prices (PA, PB) and locations (a, b). The outcomes become more complex and are typically analyzed through the Nash equilibrium in game theory. If firms compete solely on price with fixed locations, a "price war" will ensue. However, if they have the flexibility to adjust their locations, firms will maintain a certain distance to prevent excessive competition.

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翻译：文心一言

参考资料：ChatGPT