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论文编号：	13794
作者编号：	1120191032
上传时间：	2023/3/14 14:45:16
中文题目：	电商平台的自有品牌产品差异化引入策略研究
英文题目：	Research on differentiation introduction strategies of private brand product of e-commerce platform
指导老师：	李勇建 教授
中文关键字：	交易成本；产品偏好；产品差异化；多归属；平台竞争；
英文关键字：	Transaction cost; Product preferences; Product differentiation; Multi-homing; Platform competition;
中文摘要：	电商平台发展至今，人口红利殆尽，用户趋于稳定，用户数量增长触及天花板，导致销售和发展增长受限。区别于传统模式下用户按需购买，为激发用户更多消费需求，电商平台细分出了精选模式，引导用户的购买逻辑由原来的需要、搜索、购买转变为浏览、心动、购买，从而拓展出新的发展空间。政策、社会、经济、文化、技术等不同因素联合作用，驱动精选模式为消费者提供品质优良、性价比高的产品。根据相关资料显示，京东京造、小米有品、Amazon Basics和All in Motion分别依托京东、小米有品、Amazon和Target平台，开展自有品牌产品运营业务。然而，信息过载、品牌价值、多APP使用和多平台入驻等现象在电商平台上普遍存在，正在成为自有品牌产品运营实践中关键影响因素。基于上述实践背景，论文通过系统地研究电商平台的自有品牌产品引入策略，一方面对电商平台业务场景的新增长提供科学保障，另一方面对品牌商和平台的和谐共生，可持续发展提供理论支撑。具体的研究问题、研究过程和思路、研究发现以及研究创新如下： 首先，从平台内部竞争视角，研究考虑交易成本和品牌效应的产品纵向差异化引入策略。将交易成本和品牌效应刻画到考虑（不考虑）品牌效应场景下消费者的选择决策中，分析品牌商和电商平台的决策均衡。研究表明：不考虑品牌效应时，当两种产品质量差异较小时，电商平台倾向于引入非竞争性自有品牌产品；反之，倾向于引入高质量自有品牌产品。考虑品牌效应时，当电商平台收取品牌产品的佣金较高时，电商平台倾向于引入非竞争性自有品牌产品。品牌效应不改变存在非竞争性产品的占优均衡，会改变仅存在竞争性产品的占优均衡；交易成本会影响均衡引入策略的阈值和条件。 其次，基于纵向差异化引入策略，研究考虑交易成本和产品偏好的产品横纵向（横向纵向）差异化引入策略。将产品横向差异程度刻画到消费者效用函数中，以及将交易成不同的特性体现在Hotelling模型中，结合产品偏好对需求的影响，分析系消费者决策均衡和两竞争者的最优决策。研究表明：当两产品竞争较激烈，且产品偏好比例较小时，电商平台倾向于采取蚕食竞争产品需求和扩大质量差异的策略，缓和竞争；当产品偏好比例较大时，则更倾向于采用激进的产品竞争策略，引入低质量自有品牌产品。当两产品具有部分垄断能力时，引入高质量自有品牌产品比较适用于产品偏好比例较大场景，而低质量场景适合激进竞争策略。当两产品在两个不同类型消费者市场上竞争较激烈和竞争弱时，横向差异程度适中，促使高质量场景不会成为产品引入的均衡策略。 再者，从平台内部和外部竞争视角，研究考虑质量决策和单边用户归属变化的产品纵向差异化引入策略。通过将双边用户的决策行为按内部和外部竞争划分，用Pyramid spatial 模型刻画双边用户的均衡决策，结合平台竞争理论中多归属的研究，分析质量决策和产品竞争的均衡结果。研究表明：当交易成本较大（适中）时，电商平台倾向于引入低质量（高质量）自有品牌产品。质量成本系数影响着两产品的竞争格局，与交易成本共同作用于均衡引入策略；质量成本系数越大，电商平台倾向于增加质量先动优势，缓和竞争；反而，质量成本系数越小，电商平台容易采取低质量或者质量无差异产品与品牌产品打“价格战”，加剧竞争。卖家端归属属性的变化倾向于影响自有品牌产品的引入策略和改变两产品的占优均衡；同样，由于受到交叉网络外部性强度和品牌商数量影响，归属属性变化对电商平台和品牌商的利润影响不一致。 最后，基于单边用户归属变化的研究，研究考虑双边用户归属性变化和产品偏好的产品横纵向差异化引入策略。通过将横向产品偏好和双边归属性变化引入到Pyramid spatial模型中，结合平台竞争理论，分析双边用户在不同多归属情景下的均衡选择，进而探究产品均衡引入策略。研究表明：双边单归属，产品偏好比例较小利于质量差异化自有品牌产品引入；交易成本和产品偏好比例较大利于质量无差异自有品牌产品引入。消费端多归属，消费端的网络效应强度和产品偏好比例对品牌产品的优势时同向的，对自有品牌产品的优势是反向的。自有品牌产品在两个优势因素较为显著时，引入横纵向差异化产品，缓和竞争；反之，加强竞争。当单边多归属转为双边多归属时，消费端或者卖家端的归属性转变存在对自有品牌产品和品牌产品均存在有利的区域，也存在对两产品不利的区域。对于自有品牌产品而言，消费端归属属性转变：在仅横向差异场景，双边多归属行为好于单边多归属行为的利好区域随着卖家端的交叉网络效应强度增加而增加。卖家端归属属性转变：在质量无差异场景和质量差异场景下，双边多归属行为利好单边多归属行为的利好区域随着产品偏好比例呈现倒U型变化。 平台内部竞争视角下的创新：首次提出将电商平台作为“中介”和卖家角色融合。在此基础上创新性地从交易成本和品牌效应视角，分析了产品纵向差异化引入策略；同时，创新性地从交易成本不同的视角，分析了产品偏好和横向差异程度对产品横纵向引入策略的影响。 平台内部和外部竞争视角下的创新：基于平台角色创新，首次将电商平台内部竞争和外部竞争有机结合起来。在此基础上，创新性地将产品横向和纵向差异的两个维度融合到平台内部和外部竞争中。同时，又结合了交易成本不同、产品偏好、质量决策、品牌商数量以及双边交叉网络外部性等因素，探究自有品牌产品最优的差异化引入策略，和分析不同因素对产品差异化引入策略的影响。
英文摘要：	Since the development of the e-commerce platform, the demographic dividend has been exhausted, users have become stable, and the number of users has reached the ceiling, resulting in limited sales and development growth. Different from the traditional model where users buy on demand, to stimulate more consumption demands of users, the e-commerce platform subdivides into a select-mode, which guides users to change their purchase logic from the original need, search and purchase to browsing, heart, and purchase, thus expanding new development space. Different factors, such as policy, society, economy, culture, and technology, combine to drive the select-mode to provide consumers with high-quality and cost-effective products. According to relevant data, JDmade, Xiaomi Youpin, Amazon Basics and All in Motion carry out private brand product operations based on JDXiaomi Youpin, Amazon, and Target platforms respectively. However, information overload, brand value, multi-app use, and multi-platform settlement are prevalent on the e-commerce platforms and are becoming key influencing factors in the operation practice of private brand products. Based on the above business practice, this dissertation systematically studies the introduction strategies of private brand products on the e-commerce platform. On the one hand, it provides a scientific guarantee for the new growth of the e-commerce platform business scene, and on the other hand, it provides theoretical support for the harmonious coexistence and sustainable development of the brand and the platform. The specific research questions, research process, research ideas, research findings, and research innovations are as follows: Firstly, from the internal competition perspective of the platform, this dissertation studies the introduction strategies of product vertical differentiation considering transaction cost and brand effect. The transaction cost and brand effect are described in the consumer's choice decision under the scenario of considering (without considering) brand effect, and the decision-making equilibrium of the national brand and retail platform is analyzed. The results show that with the brand effect is not considered, when the quality difference between the two products is small, the e-commerce platform tends to introduce non-competitive private brand products. Instead, it tends to introduce private brand products of high quality. Considering the brand effect, when the commission charged by the e-commerce platform for brand products is high, the e-commerce platform tends to introduce non-competitive private brand products. The brand effect does not change the dominant equilibrium with non-competitive products but will only change the dominant equilibrium with competitive products. Transaction costs will affect the threshold and condition of equilibrium strategies. Secondly, based on the vertical differentiation introduction strategies, this dissertation studies the horizontal and vertical differentiation introduction strategies considering transaction costs and product preferences. The degree of horizontal difference between products is depicted in the utility function of consumers, and the characteristics of different transaction costs are reflected in the Hotelling model. Combined with the influence of product preferences on demand and consumer decision-making equilibrium, the optimal decisions of the two competitors are analyzed. The results show that when the competition between two products is fierce and the proportion of product preference is small, the e-commerce platform tends to cannibalize the demand for competitive products and expand the quality difference to ease the competition. When the proportion of product preference is large, it is more inclined to adopt an aggressive product competition strategy and introduce low-quality private brand products. When the two products have partial monopoly power, the introduction of high-quality private brand products is more suitable for the scenario with a large product preference ratio, while the scenario with low quality is suitable for an aggressive competition strategy. When the two products compete fiercely and weakly in two different types of consumer markets, the degree of horizontal difference is moderate, and the high-quality scenario will not be the equilibrium strategy for product introduction. Furthermore, from the perspective of platform internal and external competition, this dissertation studies the introduction strategies of product vertical differentiation considering quality decisions and unilateral user homing change. By dividing the decision-making behavior of bilateral users into internal and external competition, the equilibrium decision of bilateral users is characterized by Pyramid spatial model, and the equilibrium result of the quality decision and product competition is analyzed based on the research of multi-homing in platform competition theory. The research shows that when the transaction cost is high (moderate), the e-commerce platform tends to introduce low-quality (high-quality) private brand products. The quality cost coefficient affects the competition pattern of the two products and acts on the equilibrium introduction strategy together with the transaction cost. The larger the quality cost coefficient is, the e-commerce platform tends to increase the quality first mover advantage and ease the competition. On the contrary, the smaller the quality cost coefficient is, the e-commerce platform is prone to adopt low-quality or quality undifferentiated products to compete with brand products in a "price war", intensifying the competition. The change in seller's attribution tends to affect the introduction strategies of private brand products and change the dominant balance of the two products. Similarly, due to the influence of the intensity of cross-network externality and the number of brand owners, the change of homing attributes has inconsistent effects on the profits of retail platforms and national brands. Finally, based on the research of unilateral user homing change, this dissertation studies the introduction strategies of product horizontal and vertical differentiation considering bilateral user homing change and product preference. By introducing product preference of horizontal differentiation and bilateral homing changes into the Pyramid Spatial model and combining it with platform competition theory, this dissertation analyzes the equilibrium choices of bilateral users under different multi-homing scenarios and then explores the product equilibrium introduction strategies. The results show that with the single homing of consumers, the small proportion of product preference is conducive to the introduction of quality differentiated private brand products; The large proportion of transaction cost and product preference is conducive to the introduction of private brand products with no difference in quality. The intensity of network effects and the proportion of product preference are in the same direction to the advantages of brand products, but in the opposite direction to the advantages of private brand products. When the two advantages of private brand products are significant, horizontal and vertical differentiated products should be introduced to ease the competition; otherwise, competition should be strengthened. When unilateral multi-homing is transferred to bilateral multi-homing, the transformation of the consumer or seller end has both favorable areas for the private brand products and brand products and unfavorable areas for the two products. For private brand products, the homing attribute of the consumer end changes: in the horizontal difference scenario, the favorable areas where bilateral multi-homing behavior is better than unilateral multi-homing behavior increase with the increase of cross network effect strength at the seller side. The transformation of homing attributes on the seller side: in the quality indifference and quality difference scenarios, the favorable areas of bilateral multi-homing behavior and unilateral multi-homing behavior show an inverted U-shaped change with the proportion of product preference. Innovation from the internal competition perspective of the platform: the integration of the e-commerce platform as an "intermediary" and the role of the seller is proposed for the first time. On this basis, from the perspective of transaction cost and brand effect, the introduction strategies of product vertical differentiation are innovatively analyzed. Meanwhile, from the perspective of different transaction costs, we innovatively analyze the effects of product preferences and horizontal differences on the horizontal and vertical product introduction strategies. Innovation from the perspective of platform internal and external competition: based on platform role innovation, it combines the e-commerce platform's internal and external competition for the first time. On this basis, the two dimensions of product horizontal and vertical differences are innovatively integrated into the internal and external competition of the platform. Meanwhile, this dissertation also combines the factors such as different transaction costs, product preferences, quality decisions, the number of brands, and cross network externality to explore the optimal differentiation introduction strategies of private brand products, and analyzes the impact of different factors on product differentiation introduction strategies.
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