考虑销售方式和物流服务策略的运营模式研究

针对商家在进入大型电商平台面临的销售方式选择和物流服务策略问题，提出三种运营模式:a）转售模式，标记为A；b）代理+无平台物流模式，标记为B；c）代理+平台物流模式，标记为C。以一个电商平台和一个商家组成的分析框架为研究对象，构建两者之间的博弈模型。通过比较三种模式下的均衡结果，并结合企业的不同权力结构，发现当平台拥有绝对权力时，C模式对平台最优。当物流服务敏感系数和市场规模都较大时，B模式对拥有绝对权力的商家最优。此外，如果两者都没有绝对权力，只有当商家首先决定物流服务策略，然后平台决定销售方式时，B模式对双方最优；否则，A模式最优。本研究可为平台和商家运营模式的选择提供理论支持和决策指导。

Research on operation mode considering sales method and logistics service strategy

In view of the sales method selection and logistics service strategy problems faced by merchants when entering large e-commerce platforms, this paper proposed three operating modes, namely(a) resale mode, marked as A; (b) agency+no-platform logistics mode, marked as B; (c) agency+platform logistics mode, marked as C. Taking an analysis framework composed of an e-commerce platform and a merchant as the research object, it constructed the game models. By comparing the equilibrium results under the three modes and combining the different power structures of the enterprises, it found that when the platform had absolute power, the C mode was the best for it. When the logistics service sensitivity coefficient and the market size were both large, the B mode was the best for the merchant if it had absolute power. In addition, if neither of them had absolute power, only when the merchant first decided the logistics service strategy, and then the platform decided the sales method, the B mode was the best for both parties; otherwise, the A mode was the best. This research can provide theoretical support and decision-making guidance for the choice of platforms and merchants operating modes.