系统管理学报2025，Vol.34Issue(5)：1193-1211,19.DOI:10.3969/j.issn2097-4558.2025.05.001
转售还是代理?数据驱动营销下制造商市场入侵策略选择
Reselling or Agency Selling?Manufacturer's Market Encroachment Strategy under Data-Driven Marketing
摘要
Abstract
The booming development of internet technology has pushed e-commerce platforms to begin implementing marketing activities based on big data analysis,which expands the potential market demand and attracts entrant manufacturer to encroach online market through the platform.This paper constructs a game-theoretical model for a supply chain consisting of an incumbent manufacturer,an entrant manufacturer,and a platform when the platform adopts the data-driven marketing activity,specifically considering three models according to choices of the entrant manufacturer:no encroachment,reselling encroachment,and agency selling encroachment.It explores the optimal encroachment strategy from the perspectives of entrant manufacturer and platform by analyzing the equilibrium solutions.The results show that both reselling encroachment and agency selling encroachment may be the optimal strategy.When data-driven marketing cost is high,as commission rate increases,the optimal encroachment strategy will change alternately along the path of"reselling→agency selling→reselling",which always damages the platform's profit but increases the entrant manufacturer's profit.Counter-intuitively,under agency selling encroachment,the entrant manufacturer's profit positively correlates with the commission rate when the data-driven marketing cost is low.Under certain conditions,entrant manufacturer reselling(agency selling)encroachment can increase incumbent manufacturer's profit and realize Pareto improvement,which is in contrast to the findings of previous studies.Finally.it conducts three extended studies and verifies the robustness of the main results regarding the optimal encroachment strategy.关键词
市场入侵/数据驱动营销/代理销售/转售Key words
market encroachment/data-driven marketing/agency selling/reselling分类
管理科学引用本文复制引用
DUAN Renji,GUAN Zhenzhong,REN Jianbiao..转售还是代理?数据驱动营销下制造商市场入侵策略选择[J].系统管理学报,2025,34(5):1193-1211,19.基金项目
国家自然科学基金资助项目(72072127,72372114) （72072127,72372114）
