基于消费者策略行为的产品信息披露、需求信息共享及零售电商运营模式选择研究

China has the biggest market share of e-retailing in the world. The fast-growing e-retailing industry has enabled the main e-commerce platforms to produce huge amounts of data. Thus, the e-commerce retailing platforms can conveniently acquire, analyze and utilize the data, especially, the demand-related data and the supply-related data, and to make huge profits. However, due to the interaction between strategic customer behaviors and supply information disclosure, it has been a big challenge for the e-commerce retailing platforms to disclose the supply information to their consumers and to share the demand information to their suppliers, further to choose a business model from “the market place model” ， “the reseller model” and the hybrid model. In this proposal, we consider a B2C platform. Considering strategic customer behaviors, asymmetric information, we will apply game theories, contract theories, as well as optimization theories to study the interaction between strategic customer behaviors and supply information disclosure. As the interaction between strategic customer behaviors and supply information will shape customer demand, we then continue to investigate the optimal strategies to disclose the supply information to consumers and to share the demand information to the suppliers. “Market place”, “reseller”, and the hybrid of both are three typical business models for e-commerce retailing platforms. In the end, we will study the strategic choice of business models. We believe our research will broad the theories and methodologies of supply chain management. By understanding the interactions between strategic customer behaviors and supply information disclosure and demand information sharing, the e-commerce retailing platforms can better serve their customers and suppliers, which in turn will improve the financial performance of the e-commerce retailing platforms.

中国是世界上零售电商最发达的国家，快速发展的电子商务使得零售电商平台拥有海量商务相关数据，因此平台运营企业可以更加方便地搜集、整理及消化平台上供需相关的信息以获取利润。然而，如何披露产品相关供应信息给消费者、共享需求相关信息给供应商，进而选择合适的运营模式给零售电商平台企业带来了严峻的挑战。本项目基于现实需要以零售电商平台运营企业为研究对象，结合信息不对称理论及顾客选择理论，应用博弈论、契约理论以及优化理论，探索消费者策略行为与产品信息披露相互影响机制；考虑信息不对称、成员行为偏好、运营模式等零售电商平台的特点，探讨消费者策略行为对信息披露与信息共享的影响，寻求最佳的信息披露与信息共享策略；研究具有信息优势的零售电商平台企业运营模式选择。本项目的研究将拓展供应链领域的理论与方法，揭示消费者策略行为对信息披露与信息共享的影响，有助于零售电商平台运营企业更好地服务顾客及供应商，提升自身绩效。

本研究的主要成果包括：针对消费者策略行为及电商平台具有的信息优势，建立了包含消费者策略行为的产品信息披露、需求信息共享及零售电商平台运营模式决策的基本框架；刻画消费者策略行为下产品的需求，刻画消费者策略行为下零售电商平台供应链最优的决策，以及最优的信息共享策略和运营模式策略；扩展基于消费者策略行为下包含零售电商平台之外的其他供应链管理模型，研究其他消费者策略行为下的供应链管理。在研究成果的基础上，已在国内外学术刊物上发表期刊论文17篇，其中：国际重要刊物15篇、国内核心刊物2篇；另有一些论文正在审稿中，还有一批论文即将投稿。参加多次国际会议，发表EI会议论文4篇。在理论研究的同时，我们还特别注意将理论成果应用于解决许多具体的实际问题。