供应商渠道入侵下平台零售商信息共享与库存策略研究

随着信息技术和物流技术的迅猛发展，供应商通过电商平台转销以及通过入驻平台直接入侵零售市场的二元交互模式已成为一种新的发展趋势。本课题研究供应商渠道入侵与平台零售商应对策略具有重要的理论指导和现实意义。首先，通过企业调研和实证分析，分析供应商渠道入侵动机和平台零售商各种应对策略。其次，从平台零售商信息分享、供应商契约与机制设计以及供应商最佳联合信息获取和补贴三个方面探索供应商渠道入侵与平台零售商信息共享交互作用机制。再次，构建动态定价、定价承诺和定价匹配机制下供应商渠道入侵和平台零售商战略库存模型，探讨平台零售商战略库存策略如何影响供应商渠道入侵决策；最后，构建不同库存转运与退货策略下供应链博弈模型，分析不同转运与退货策略对供应商渠道入侵决策的影响。本项目研究不仅可以丰富和充实双渠道供应链管理理论，同时也为平台零售商和供应商的运作实践提供理论依据和决策参考，因而有非常广阔的应用前景。

With the rapid development of information and logistics technology, the dual interactive mode, where the e-commerce platform resells the products for the supplier and simultaneously behaves as the marketplace by connecting the supplier and consumers, has become a new development trend. Therefore, this project has important theoretical guidance and practical significance for combining the suppliers' channel encroachment and platform retailers' countering strategies. Through firm survey and empirical research, we first analyze the motivation of supplier channel encroachment and various countering strategies of platform retailers. Second, we investigate the interaction mechanism between supplier channel encroachment and platform retailer information sharing strategy from the aspects of platform retailer information sharing, supplier contract and mechanism design, and the supplier's optimal joint information acquisition and subsidy. Afterwards, we construct a strategic inventory model under dynamic pricing, pricing commitment, and pricing matching mechanisms, in order to explore how strategic inventory strategies of the platform retailer under different mechanisms affect the supplier’s channel encroachment decisions. Finally, we build mathematical models under different inventory transshipment and return policies to explore the impact of transshipment and return policies on the supplier’s channel encroachment decisions. Our research project not only enriches the theory of dual-channel supply chains, but also provides theoretical basis and decision-making reference for the practical operation of platform retailers, which has broad application prospects.