The impacts of market size and data-driven marketing on the sales mode selection in an Internet platform based supply chain
The impacts of market size and data-driven marketing on the sales mode selection in an Internet platform based supply chain
复制标题
市场规模和数据驱动营销对互联网平台供应链销售模式选择的影响
DOI：
10.1016/j.tre.2020.101914
复制
发表时间：
2020-04-01
影响因子：
10.6
通讯作者：
Wei, Wanying
中科院分区：
文献类型：
--
作者：
Liu, Weihua;Yan, Xiaoyu;Wei, Wanying
本研究调查了考虑到数据驱动营销（DDM）的影响，平台在代理销售和转售之间的偏好。建立了无DDM+代理销售、无DDM+转售、DDM +代理销售、DDM +转售四种模型。比较了不同销售模式下的销售额、利润和利润增长率。结果表明，随着DDM效率的提高，平台更愿意采用转售模式。此外，在没有DDM的情况下，在一定的市场规模内，销量较高的销售模式并不更有利可图。DDM可以在一定程度上帮助避免这种现象。
This study investigates a platform's preferences between agency selling and reselling considering the impact of data-driven marketing (DDM). Four models are built: No-DDM + agency selling, No-DDM + reselling, DDM + agency selling, DDM + reselling. Sales volumes, profits and profit growth rates in different sales modes are compared. Results show that with an increase in DDM efficiency, the platform is more willing to adopt the reselling mode. In addition, without DDM, the sales mode with higher sales volume is not more profitable within a certain market size. DDM can help avoid this phenomenon to a certain extent.