摘要
随着网络购物的兴起,制造商通过网络零售平台以代销模式销售商品的现象日益普遍。然而,零售平台在与多个供应商进行谈判时,如何选择谈判策略以最大化自身收益,是一个亟待解决的问题。针对两个供应商在同一零售平台上进行商品销售的情形,考虑到零售平台和供应商的谈判时序以及消费者的偏好性,通过建立垂直供应关系下的多边谈判模型,探讨零售平台在不同谈判时序下的收益问题。研究结果表明,在多边谈判中,零售平台从供应商处攫取的盈余与相对谈判力和谈判破裂时的外部选项相关;讨价还价的外部性使得零售平台从整个供应渠道中榨取更多盈余;在序贯谈判中,由于承诺效应和可信威胁的存在,零售平台在初期与高零售价供应商谈判总是一种弱占优策略。基于此,在谈判策略运用上,当供应商零售价格差异较大且零售平台相对高零售价供应商的谈判力较大时,零售平台应选择序贯谈判,反之则应选择同时谈判。
The rise of online shopping has witnessed increasingly popular phenomena of manufacturers selling goods through online retail platforms by way of an agency model.However,a pressing issue is how retail platforms should select negotiation strategies to maximize their own profits when negotiating with multiple suppliers.This study focuses the scenario of two suppliers selling goods on the same retail platform and takes into account the negotiation sequence between the retail platform and suppliers as well as consumer preferences.It establishes a multilateral negotiation model under vertical supply relationships to explore the profit issue of the retail platform under different negotiation sequences.The results indicate that in multilateral negotiations,the surplus captured by the retail platform from suppliers is related to relative bargaining power and external options at the time of negotiation breakdown,which enables the retail platform to extract more surplus from the entire supply channel.When it comes to sequential negotiations,the retail platform’s strategy of negotiating with high-price suppliers in the initial stage tends to be weakly dominant due to the commitment effect and credible threats.Therefore,the selection of negotiation strategy depends,namely,when there is a large price difference between suppliers and thus the retail platform’s bargaining power over the high-price supplier is strong,the retail platform should choose sequential negotiation;otherwise,simultaneous negotiation should be preferred.
作者
何青
HE Qing(Hunan Women’s University,Changsha,Hunan 410002,China)
出处
《物流技术》
2025年第5期37-48,共12页
Logistics Technology
基金
2019年教育部人文社会科学青年基金项目“供应风险环境下考虑公平偏好的企业采购策略研究”(19YJC630052)
2022年湖南省社会科学成果评审委员会项目“竞争情形下零售平台与制造商的渠道运营策略研究”(XSP22YBC263)
2021年衡阳市社科联项目“平台参与下具有供应和销售竞争的讨价还价策略研究”(2021B(Ⅱ)006)。
关键词
供应竞争
HOTELLING模型
多边谈判
序贯谈判
同时谈判
supply competition
hotelling model
multilateral negotiation
sequential negotiation
simultaneous negotiation
