系统管理学报

系统管理学报 ›› 2021, Vol. 30 ›› Issue (2): 318-331.DOI: 10.3969/j.issn.1005-2542.2021.02.011

• 运营管理 • 上一篇    下一篇

基于消费者效用模型的可穿戴产品网络零售模式比较

陈婷，侯文华，薛克雷   

  1. 1.河北大学 管理学院，河北 保定 071002；2. 南开大学 商学院，天津 300000
  • 出版日期:2021-03-28 发布日期:2021-04-25
  • 通讯作者: 侯文华（1964-），男，教授，博士生导师
  • 作者简介:陈 婷（1986-），女，博士生。研究方向为产业组织和网络经济学
  • 基金资助:
    国家社会科学基金资助项目（15BGL074）；国家自然科学基金资助项目（71071080）

Comparative Study of Platform Selling and Wholesale Selling Considering Consumer Utility of Wearable Devices

CHEN Ting，HOU Wenhua，XUE Kelei   

  1. 1.School of Management，University Hebei，Baoding 071002，Hebei，China；2.Business School，Nankai University，Tianjin 300071，China
  • Online:2021-03-28 Published:2021-04-25

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摘要： 将消费者信息安全敏感度、BDA效率和网络价值融入可穿戴产品价值体系，构建消费者感知效用模型，以此为基础探讨了消费者信息安全敏感程度、BDA效率差异和网络外部性强度对制造商和网络零售商均衡决策的影响，并将网络零售商的最优零售模式作为分析的落脚点。通过模型拓展，使模型更贴近现实背景，进一步验证了基本结论的普适性，给出了在不同的消费者特点和BDA竞争优势情形下，针对制造商和网络零售商提高利润水平的管理建议。

关键词: 可穿戴产品, 平台模式, 转售模式, 网络外部性

Abstract: Integrating consumer information security sensitivity, BDA efficiency, and network value into the value system of wearable devices, this paper constructed a consumer utility model, based on which the impacts of three factors—consumer information security sensitivity, BDA efficiency, and network externality on optimal selling strategies of online retailer was analyzed to characterize the optimal choice of the online retailer over distribution selection. In model extension, it further validated the conclusions in the basic model by extending the model to a more realistic background. This paper provides managerial insights on improving the profitability of manufacturers and online retailers concerning different consumer characteristics and BDA competitive advantages.

Key words: wearable devices, platform selling, wholesale selling, network externality

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