Reselling or drop shipping: Strategic analysis of E-commerce dual-channel structures
Reselling or drop shipping: Strategic analysis of E-commerce dual-channel structures
复制标题
转售还是一件代发：电子商务双渠道结构的战略分析
DOI：
10.1007/s10660-019-09382-3
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发表时间：
2019-09-30
影响因子：
3.9
通讯作者：
Liu, Mengqi
中科院分区：
文献类型：
--
作者：
Li, Guo;Zheng, Hong;Liu, Mengqi
实践和轶事证据表明，一件代发政策已在电子商务（E-commerce）实践中得到广泛采用。然而，双渠道的不同结构如何影响零售商的一件代发策略和供应链效率尚未得到充分研究。为了填补这一研究空白，本研究对两种实际双渠道供应链结构（即制造商拥有和零售商拥有的在线渠道结构（MOS 和 ROS））下零售商的一件代发策略进行了博弈论分析。在每种结构下，通过相应渠道的转售或代发货分析呈现最优定价和利润变化。我们表明，在 MOS 下，一件代发可以降低批发和零售价格。相比之下，在ROS下，一件代发可以降低线下零售价格和批发价格，但只有当单位履行费用与积压库存的比率相对较低时，才能降低线上零售价格。零售商更愿意在 MOS 和 ROS 下采用代发货政策。与直觉相反，零售商和制造商的利润与 MOS 下的单位订单履行费用无关；然而，在ROS下，制造商的利润呈现下降趋势，而零售商的利润随着单位订单履行费用的增加而不断增加。就整个供应链的绩效而言，当实体（BM）购物者比例足够高时，ROS 占据主导地位。具体来说，超过一定的服务水平，优先选择零售商自营线上渠道的一件代发；否则，该渠道转售占主导地位。当BM购物者比例适中时，BM渠道代发货的MOS是整个供应链的最佳选择。当BM购物者比例较低时，在BM渠道转售的MOS成为主导选择。
Practical and anecdotal evidence indicates that the drop-shipping policy has been extensively adopted in electronic commerce (E-commerce) practice. However, how the different structures of dual channels affect the drop-shipping strategy of a retailer and supply chain efficiency has not been adequately investigated. To fill this research gap, this study performs a game-theoretic analysis of the drop-shipping strategy of a retailer under two practical dual-channel supply chain structures, namely, manufacturer-owned and retailer-owned online channel structures (MOS and ROS). Under each structure, the optimal pricing and the variations in profits are analytically presented with reselling or drop shipping in the corresponding channel. We show that under MOS, drop shipping can lower both wholesale and retail prices. By contrast, under ROS, drop shipping can decrease the offline retail price and the wholesale price but lower the online retail price only when the ratio of the unit fulfillment fee to overstock inventory is relatively low. The retailer prefers to adopt the drop-shipping policy under both MOS and ROS. Counterintuitively, the profits of both retailer and manufacturer are independent of the unit order fulfillment fee under MOS; however, under ROS, the profit of the manufacturer indicates a decreasing trend, whereas that of the retailer continuously increases with the unit order fulfillment fee. In terms of the performance of the entire supply chain, ROS dominates MOS when the proportion of brick-and-mortar (BM) shoppers is sufficiently high. In specific, beyond a certain service level, drop shipping in the retailer-owned online channel is preferred; otherwise, reselling in such channel is dominant. When the proportion of BM shoppers is moderate, MOS with drop shipping in the BM channel is the best choice for the entire supply chain. When the proportion of BM shoppers is low, MOS with reselling in the BM channel becomes the dominant option.