管理评论

›› 2019, Vol. 31 ›› Issue (10): 124-132.

• 电子商务与信息管理 • 上一篇    下一篇

基于第三方电商平台销售的E-供应链广告策略研究

王玉燕1, 申亮2   

  1. 1. 山东财经大学管理科学与工程学院, 济南 250014;
    2. 山东财经大学财政税务学院, 济南 250014
  • 收稿日期:2017-01-23 出版日期:2019-10-28 发布日期:2019-11-05
  • 作者简介:王玉燕,山东财经大学管理科学与工程学院教授,博士生导师,博士;申亮,山东财经大学财政税务学院教授,博士生导师,博士。
  • 基金资助:

    国家自然科学基金项目（71501111；71971129）；山东省自然科学基金项目（ZR2014JL046）；山东省软科学重点项目（2016RZB01049；2017RZB01054）；山东省高等学校青创科技支持计划（2019RWG017）。

A Study of E-supply Chain Advertisement Strategy Based on the Third Party E-commerce Platform for Sales

Wang Yuyan1, Shen Liang2   

  1. 1. School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014;
    2. School of Finance, Shandong University of Finance and Economics, Jinan 250014
  • Received:2017-01-23 Online:2019-10-28 Published:2019-11-05

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摘要：

网络的普及应用使得E-供应链逐渐形成并迅速发展，以其特有的优势被越来越多的企业所关注，本文对E-供应链的广告、定价与服务策略进行研究。根据广告策略的承担主体不同，本文构建了四种不同的决策模型；然后，求解这四种不同的决策模型，给出最优的广告策略、定价策略和电商平台服务策略；最后，结合数值分析，比较不同决策模型最优变量之间的关系，给出相应的管理含义。研究表明：（1）广告策略会使产品的销售价格增加，有利于制造商利润的增加和提升E-供应链渠道的竞争力；（2）当制造商和电商平台共同分担广告成本时，广告投入力度最大，当电商平台自己进行广告投入时，广告投入力度最小；（3）只有当广告成本由制造商承担时，广告策略才有利于电商平台利润的增加，所以对电商平台而言，对参与广告投入没有太大的积极性，要调动电商平台的积极性，必须借助一定的协调策略；（4）在E-供应链中，制造商或者电商平台的广告投入不会影响电商平台的服务水平。本文的研究结论为E-供应链企业制定合理的广告策略提供了理论依据。

关键词: E-供应链, 广告策略, 第三方电商平台

Abstract:

With the development of Internet popularity and application, the E-supply chain has gradually formed and attracts more and more enterprises with its unique advantages. This paper studies the advertisement, pricing and service strategy of the E-supply chain. According to the different responsible parties of advertising strategies, four decision-making models are structured. Then, the four models are solved, and the optimal advertising strategy, pricing strategy, and e-commerce platform service strategy also are given. Lastly, combining with the numerical analysis, all models' the optimal variables are compared and the corresponding management implications are provided. The study shows that:(1) advertising strategy could increase the sales price and enhance manufacturers' profit growth and E-supply chain channels' competitiveness. (2)When the manufacturer and the e-commerce platform share advertising costs, the advertising investment reaches the largest. Moreover, when the e-commerce platform bears advertising cost solely, the advertising investment reaches the smallest. (3)Only when the advertising cost is borne by the manufacturer, will the advertising strategy lead to higher profit of the e-commerce platform. As a result, the e-commerce platform has little enthusiasm to participate in advertising. Coordination strategies should be used to mobilize its enthusiasm. (4)In the E-supply chain, the advertising investment of the manufacturer or e-commerce platform will not affect the service level of the e-commerce platform. The conclusions provide a theoretical basis for the enterprises to develop a reasonable advertising strategy in E-supply chain.

Key words: E-supply chain, advertising strategy, third party E-commerce platform