颜读（32）《供应链渠道模式选择与运营决策》多产品销售渠道模式

摘要：Today, the editor will introduce Chapter 3: Selection of multi-product sales channel models for platform supply chains (2) toChann

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“颜读（32）：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》第3章平台供应链多产品销售渠道模式选择（2）”

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"Yan Du (32): Intensive Reading: the Doctoral Dissertation Channel Mode Selection and Operational Decision-Making in platform Supply Chains under the Selection of Value-Added Services Chapter 3: Selection of multi-product sales channel models for platform supply chains (2)"

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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》第3章平台供应链多产品销售渠道模式选择（2）的介绍。

Today, the editor will introduce Chapter 3: Selection of multi-product sales channel models for platform supply chains (2) 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）均衡结果比较（Comparison of Equilibrium outcomes）

1．均衡价格（Equilibrium price）

在情景RR和情景RA时同种产品的相对零售价很大程度上取决于电商平台设置的佣金。低佣金时，RR情景价格更高；高佣金时，RA情景价格更高。在情景RA和情景AA下产品的相对零售价由产品种类、佣金和成本共同决定。

In Scenario RR and Scenario RA, the relative retail price of the same product largely depends on the commission set by the e-commerce platform. When the commission is low, the price is higher in Scenario RR; when the commission is high, the price is higher in Scenario RA. In Scenarios RA and AA, the relative retail price of the product is jointly determined by the product category, commission, and cost.

2．供应商和电商平台的利润比较（Comparative analysis of profits between suppliers and e-commerce platforms）

文章首先定义了成本-规模-替代（CMS）效应，即产品成本越低，市场规模越大和替代效应越强均会导致供应商和电商平台利润增加。在供应商利润比较中，当产品CMS值越高，供应商会倾向于为其选择转售模式；而针对CMS值较低的产品，供应商则会为其选择寄售模式。在电商平台利润比较中，当产品的CMS值越高，电商平台会倾向于为其选择寄售模式；而针对CMS值较低的产品，电商平台会为其选择转售模式。综上来说，电商平台愿意引入更多CMS值低的产品到转售模式上来，而供应商则更愿意引入低CMS值的产品到寄售模式上来。本质上，供应商和电商平台均愿意销售CMS值低的产品，拥有其所有权，而将CMS值高的产品交由对方来售卖。

The article first defines the Cost-Mass-Substitution (CMS) effect, which posits that lower product costs, larger market size, and stronger substitution effects all contribute to increased profits for both suppliers and e-commerce platforms. In comparing supplier profits, when a product's CMS value is higher, suppliers tend to opt for a resale model; conversely, for products with lower CMS values, suppliers prefer a consignment model. When it comes to e-commerce platform profits, platforms are inclined to choose a consignment model for products with higher CMS values, whereas they select a resale model for products with lower CMS values. In summary, e-commerce platforms are willing to introduce more products with low CMS values into the resale model, while suppliers prefer to allocate products with low CMS values to the consignment model. Essentially, both suppliers and e-commerce platforms are inclined to sell and own products with low CMS values, leaving products with high CMS values to be sold by the other party.

（2）最优渠道模式选择（Optimal channel mode selection）

1．渠道模式综合选择（Comprehensive channel mode selection）

比较三种情景（RR、RA、AA）下整体利润，给出最优渠道模式的选择条件。显示出供应商与平台之间存在利益博弈，并非总能自然实现双赢。

Compare the overall profits under three scenarios (RR, RA, AA) and provide the selection criteria for the optimal channel model. This demonstrates that there exists an interest game between the supplier and the platform, and a win-win situation does not always naturally occur.

2．最优佣金设置（Optimal commission rate）

随着佣金的增加，双赢区域会先增后减，因此存在一个最优的佣金使得双赢区域最大，且该最优佣金只取决于产品替代效应。产品替代效应值越高，说明产品间的竞争性越强，这意味着为了最大可能地实现双赢，电商平台对于竞争比较激烈的行业或产品应该设置一个相对较低的佣金。

As the commission increases, the win-win zone first expands and then contracts. Therefore, there exists an optimal commission rate that maximizes the win-win zone, and this optimal commission depends solely on the product substitution effect. A higher product substitution effect value indicates stronger competition among products, which implies that to maximize the likelihood of achieving a win-win situation, e-commerce platforms should set a relatively lower commission for industries or products with intense competition.

3．入驻费对渠道模式选择的影响（Entry fee impact on channel mode selection）

当一个较高的入驻费搭配一个较低佣金时更容易促成双赢区域的出现，反之也成立。这是由于在寄售模式时，入驻费的增加显然提高了电商平台的利润却降低了供应商的利润。为了达到平衡，电商平台应该设置一个相对较低的佣金，即让利更多给供应商。因此，入驻费和佣金在调解供应商和电商平台的渠道模式选择时发挥着互补性功能。

A high entry fee paired with a low commission rate is more likely to foster the emergence of a win-win zone, and vice versa. This is because, under the consignment model, an increase in the entry fee clearly boosts the e-commerce platform's profits while reducing the supplier's profits. To achieve balance, the e-commerce platform should set a relatively low commission rate, essentially offering more concessions to the supplier. Therefore, entry fees and commission rates play complementary roles in mediating the channel mode selection between suppliers and e-commerce platforms.

（3）拓展：不同的权力结构（Extended discussion: different power structures）

本节延伸考虑不同权力结构下的电商平台供应链替代品的销售模式选择，即电商平台作为领导者，供应商作为跟随者。文章采用数值实验分析针对两种产品的不同CMS值双方应该选择何种渠道模式。当CMS值较低时，供应商倾向于选择转售模式，而电商平台则倾向于选择寄售模式。此外，当两种产品的CMS值在一定范围内，双方也会实现双赢，且在双赢时双方只会选择寄售模式销售两种产品。

This section extends the consideration to the selection of sales modes for substitute products in the e-commerce platform supply chain under different power structures, specifically where the e-commerce platform acts as the leader and the supplier as the follower. The article employs numerical experiments to analyze which channel mode both parties should choose for two products with varying CMS (could be an abbreviation specific to the context, such as "Channel Margin Share" or another relevant term) values. When the CMS values are low, suppliers tend to prefer the resale mode, whereas e-commerce platforms lean towards the consignment mode. Furthermore, when the CMS values of the two products fall within a certain range, both parties can also achieve a win-win outcome, and in such cases, they will exclusively opt for the consignment mode to sell both products.

三、知识补充（Supplementary knowledge）

成本-规模-替代（CMS）效应是在产业组织、国际贸易、供应链经济学等研究中常见的一种分析框架，用来解释某个政策、技术或市场变化如何影响产业格局和市场结果。它由成本效应、规模效应、替代效应三个相互作用的机制构成。成本效应含义为当技术进步、规模经济或制度变化导致生产成本下降时，会降低产品价格、增加产量。规模效应含义为市场规模扩大后，企业有动力加大投入，进行更多创新或扩大生产。替代效应含义为当存在多种替代品时，某一产品的价格、成本或服务方式变化，会导致消费者或生产者在替代品之间重新分配选择。成本效应决定了企业的盈利能力，规模效应决定了市场的发展潜力，替代效应决定了企业间的竞争强度。

The Cost-Scale-Substitution (CSS, hereafter referred to as CMS for consistency with your original term) effect is a common analytical framework in research fields such as industrial organization, international trade, and supply chain economics. It is used to explain how a policy, technological advancement, or market change influences industrial structures and market outcomes. The CMS effect is composed of three interrelated mechanisms: the cost effect, the scale effect, and the substitution effect. The cost-effect refers to the scenario where technological progress, economies of scale, or institutional changes lead to a reduction in production costs, subsequently lowering product prices and increasing output. The scale effect implies that as the market size expands, firms are incentivized to increase their investments, engage in more innovation, or expand production. The substitution effect denotes that when multiple substitutes exist, changes in the price, cost, or service mode of one product will prompt consumers or producers to redistribute their choices among the substitutes. The cost effect determines a firm's profitability, the scale effect dictates the market's development potential, and the substitution effect governs the intensity of competition among firms.

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翻译：文心一言

参考资料：ChatGPT