Integrating logistics service or not? The role of platform entry strategy in an online marketplace
Integrating logistics service or not? The role of platform entry strategy in an online marketplace
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DOI：
10.1016/j.tre.2022.102991
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发表时间：
2023-02
期刊：
影响因子：
--
通讯作者：
Lin Li;Guo Li
中科院分区：
文献类型：
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作者：
Lin Li;Guo Li
本文研究电子商务平台是否应该建立自有物流来支持制造商和电子零售商的物流配送服务。我们推导出最优的物流整合策略，并研究了物流整合决策对制造商进入平台决策的影响。我们发现，无论谁提供的物流服务，平台进入决策是唯一的主导决策的制造商考虑到制造商有优先定价。对于电子零售商而言，当产品交叉价格弹性系数较大时，无论单位物流服务成本如何，在第三方提供商提供物流服务的场景下，电子零售商的境况会更好。当交叉价格弹性系数较小时，平台佣金率较高时，网络零售商的主导策略取决于网络零售商和第三方物流商的单位物流服务成本测度。此外，当交叉价格弹性系数适中时，建立物流系统始终是网络零售商最有利的选择。
We study whether an e-commerce platform should costly establish self-owned logistics to support the logistics distribution services of both the manufacturer and e-tailer. We derive optimal logistics integration strategies and investigate the influence of the logistics integration decision on the platform entry decision of the manufacturer. We find that no matter who provides the logistics service, the platform entry decision is the only dominant decision for the manufacturer given that the manufacturer has priority in pricing. For the e-tailer, when the product cross-price elasticity coefficient is large, regardless of the unit logistics service cost, the e-tailer will be better off under the scenario where a third-party provider provides the logistics service. When the cross-price elasticity coefficient is small and the platform commission rate is high, the dominant strategy of the e-tailer depends on the unit logistics service cost gauge of both the e-tailer and the third-party logistics provider. In addition, when the cross-price elasticity coefficient is moderate, building a logistics system is always the most favorable option for the e-tailer.