共享经济下传统企业应对策略研究

Consumers often buy or own products but do not fully utilize them. Collaborative consumption or consumer-to-consumer product sharing has emerged as a major trend in recent years as mobile communications technologies and their wide adoption have enabled consumers to easily share products or provide services. Many websites, online communities, and social media platforms help to facilitate sharing among consumers in their local communities and sometimes even across states or countries for a wide range of products and services such as short-term rental (Airbnb), cars (Turo), bicycles (Spinlister), tasks (TaskRabbit), and household items (FriendsWithThings). Empirical studies show that the emerging sharing economy has changed consumers' purchasing behaviors, and also the product demand for traditional firms. So, how shall traditional firms cope with the sharing economy? Anecdotal evidence shows that some firms (e.g., General Motors, BMW) are proactively responding to the emerging trend of sharing economy. But shall the traditional firms enter the product-sharing market? What is the optimal way? How does product sharing affect the traditional firms’ optimal production and pricing decisions? We aim to answer those questions in this study.

随着移动网络技术的发展以及社会对环境污染及资源有效利用关注度的提高，消费者之间的产品共享（协作消费）现象越来越普遍，即消费者在不使用其购买的某个产品时将该产品借（租）给其他消费者使用。以美国为例，出现大量的供消费者之间进行产品共享的第三方平台及网上社区，如Airbnb, Turo, Spinlister, TaskRabbit, Neighborgoods等。实证研究显示共享平台及网上社区的出现改变消费者的购买行为并引起传统企业需求的剧烈变化。那么，传统企业（如制造商、零售商等）应该如何应对共享经济的潮流？近来，一些企业（如General Motors, BMW）通过建立共享平台或者与第三方平台合作直接进入共享经济市场。但传统企业是否应该进入共享经济市场，又该以怎样的方式进入？其产品产量、价格等策略又该如何调整？本项研究将回答这些问题。

随着移动网络与信息技术的迅猛发展，催生出一种区别于传统的以所有权消费为特征的新型经济业态——共享经济。本项目聚焦共享经济下传统企业应对策略研究。具体研究成果包括：（i）深入分析了共享经济给传统企业带来的影响、作用效应及机理；（ii）提出了共享经济下产品（服务）制造商的最优应对策略与平台最优的运营模式；（iii）探究了共享经济下传统企业最优的产能、价格、服务等运营决策。这些成果可为产品共享、内容共享、物流共享等业态下传统企业、平台及政策制定者科学决策提供参考，助力共享经济的理论研究与科学实践。研究成果以论文形式体现，5篇代表性成果均发表在国际国内高质量期刊，其中国际顶级期刊3篇（1篇JMR、2篇POM）、国内顶级期刊《管理科学学报》1篇。