运筹与管理2016，Vol.25Issue(6)：59-67,9.DOI:10.12005/orms.2016.0202
交货期敏感信息不对称下电子零售商的渠道决策
Channel Choice of the Electronic Retailer with Delivery-ti me Sensitive Custo mers Under Information Asymmetry
摘要
Abstract
This article investigates the channel choice of the electronic retailer(e-retailer)who is a retail platform owner—reselling or open the online platform,when consumers are delivery-time sensitive and have private infor-mation.Reselling means that the platform owner first purchases from the manufacturer and then resells to end consumers.Opening platform allows the manufacturer to access end-customers directly,but the manufacturer should pay a percentage to the platform owner.When the e-retailer chooses reselling,we analyze which quotation mode:UQM(uniform quotation mode)or DQM(differentiated quotation mode)is more profitable for the e-retailer if the purchasing price is exogenous.When the e-retailer chooses opening his platform,we analyze how the per-centage fee affects the manufacturer’s quotation mode if the fee is exogenous.The results show that:(1 )the e-retailer may choose reselling when the purchasing price is high;(2 )the e-retailer may decide to open platform when the purchasing price is low and the fee is low.In addition,we discuss the influence of customer types and the private delay cost rate to the optimal channel choice of the e-retailer through numerical experiments.关键词
渠道/信息不对称/定价策略/交货期敏感Key words
channel/information asymmetry/quotation mode/lead-time sensitive分类
管理科学引用本文复制引用
何燕,徐和,马士华..交货期敏感信息不对称下电子零售商的渠道决策[J].运筹与管理,2016,25(6):59-67,9.基金项目
国家自然科学基金资助项目（71271092）；教育部新世纪优秀人才支持计划资助项目（NCET110188）；自主创新基金资助项目（2014QN202）；江苏省高校哲学社会科学研究项目（2016SJD630024）；金陵科技学院高层次人才启动费资金项目 （）
