| 联营型B2C平台自建物流开放策略研究 |
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| 引用本文：刘 艳，刘 芹.联营型B2C平台自建物流开放策略研究[J].经济数学,2017,(3):53-58 |
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| 中文摘要:联营型B2C平台通过自建物流改善服务质量，却面临建设中巨额成本问题，而平台上的联营企业虽无较大成本压力，但其服务质量却有待改进。基于联营企业与其所在平台的佣金利益关系，从双方销售同种产品直接竞争的角度出发，运用合作竞争理论的思想构建模型并进行分析。结果表明，在满足一定条件的基础上，帕累托改进是存在的，自营与联营企业可以相互合作来实现双赢，且商家能通过控制各因素而实现对价格和销量的不同偏好。 |
| 中文关键词:物流与供应链管理 开放策略 博弈论 自建物流 联营型 |
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| The Research of the Openness Strategy of Logistics Which Is Built by the Joint Type B2C Platform |
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| Abstract:The joint type Business-to-Consumer electronic commerce platform improves present situation of logistics through self-built logistics，but faces huge cost problem.For the third party companies on the platform，there is no cost pressure，but its quality of logistics service needs to be improved.Based on the interest relationship between the third party enterprises and the platform and cooperation-competition theory，this paper makes a model from more detailed perspective that they sell the same products and there is a direct competition and then draws a conclusion that the openness of self-built logistics can achieve “win-win” under some conditions.What’s more，the company can adjust the value of factors to get what they want from the aspect of preference about price and sales volume. |
| keywords:logistics and supply chain management the strategy of openness game theory self-built logistics the joint type |
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