管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (8): 224-236.

• 运作管理 • 上一篇    

P2P平台的自营B2P业务拓展及其对制造商和消费者的影响

叶飞1, 郑凯明2, 倪得兵3   

  1. 1. 成都信息工程大学管理学院, 成都 610103;
    2. 云南财经大学物流与管理工程学院, 昆明 650221;
    3. 电子科技大学经济与管理学院, 成都 611731
  • 收稿日期:2022-06-17 发布日期:2024-09-03
  • 作者简介:叶飞，成都信息工程大学管理学院讲师，博士;郑凯明(通讯作者)，云南财经大学物流与管理工程学院讲师，博士;倪得兵，电子科技大学经济与管理学院教授，博士生导师，博士。
  • 基金资助:
    国家自然科学基金面上项目(71972026)；成都信息工程大学科研基金资助项目(KYTZ202240)；云南省教育厅科学研究基金教师类项目(2023J0658)；川酒发展研究中心项目(CJZ23-03)。

The Expansion of P2P Platforms' Self-operated B2P Business and Its Impact on Manufacturers and Consumers

Ye Fei1, Zheng Kaiming2, Ni Debing3   

  1. 1. School of Management, Chengdu University of Information Technology, Chengdu 610103;
    2. School of Logistics and Management Engineering, Yunnan University of Finance and Economics, Kunming 650221;
    3. School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731
  • Received:2022-06-17 Published:2024-09-03

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摘要： 本文将制造商、P2P共享平台(简称P2P平台)和消费者的策略性行为纳入博弈模型框架,并分别建立P2P平台拓展和不拓展自营B2P共享业务两种情形下的动态博弈模型。基于相应的子博弈精炼均衡,研究发现:(1) P2P平台拓展自营B2P共享业务的市场条件是,对于任意给定的B2P和P2P共享业务服务质量水平,拓展自营B2P共享业务的固定投资成本和产品使用率均较低;(2) P2P平台拓展自营B2P共享业务能增加制造商的运营利润和消费者总剩余;(3)提升P2P平台自营B2P共享业务服务水平对拓展自营B2P共享业务有正面的影响,而提升P2P共享业务服务水平对拓展自营B2P共享业务的影响是非单调的;(4)当P2P平台拓展自营B2P共享业务时,若P2P平台自营B2P和P2P共享业务的服务质量都较高,则提升自营B2P和(或) P2P共享业务服务质量会带来P2P平台、制造商和消费者三赢的局面,但当P2P共享业务服务质量较低时,仅提升P2P共享业务服务质量会造成P2P平台、制造商和消费者三输的局面。

关键词: P2P共享平台, 制造商, 自营B2P共享业务, 服务质量

Abstract: This paper game-theoretically examines the strategic behaviors of manufacturers, P2P sharing platforms (referred to as platforms), and consumers with platforms conducting and not conducting self-operated B2P sharing business. Based on the corresponding equilibria, this paper finds that:the market conditions for platforms' expansion of self-operated B2P sharing business are that for any given level of service quality of B2P and P2P sharing business, and the fixed investment cost and product usage rate are low; (2) the platforms' expansion of self-operated B2P sharing business increases the manufacturer' s operating profit and total consumer surplus; (3) upgrading the service level of platform self-operated B2P sharing business has a positive impact on its expansion of self-operated business, while improving the service level of P2P sharing business has a non-monotonic impact on its expanding self-operated B2P sharing business; (4) when the platform expands its self-operated B2P sharing business, if the service quality of both the platform's selfoperated B2P and P2P sharing business is high, improving the service quality of self-operated B2P and/or P2P sharing business will result in a triple-wins for the platform, manufacturer and consumers;however, when the service quality of the P2P sharing business is low, only improving the service quality of the P2P sharing business will lead to a triple-losses situation for the platform, manufacturer, and consumers.

Key words: P2P sharing platform, manufacturer, self-operated B2P sharing business, service quality