周二博士论文打卡六市场营销供应链物流服务模式优化策略研究精读

s in the supplier competition scenario, and explore the changes of optimal logistics service model selection strategies when e-commerce platforms adopt different sales models.

接下来实现模改型，说明了了模改型中会包括到的参数，引介了市场中会存在三种潜在的金融服务一站式Mode。

SS（Supplier-supplier）Mode：制造商和制造商分别为商品与商品提供金融服务一站式。

PS（Platform-supplier）Mode：网络化跨平台为商品提供金融服务一站式，制造商为商品提供金融服务一站式。

PP（Platform-platform）Mode：网络化跨平台同时为商品和商品提供金融服务一站式。

Next, the model is constructed, the parameters involved in the model are given, and three potential models of logistics services exist in the market are introduced.

SS (Supplier-supplier) model: Suppliers and vendors provide logistics services for products and products, respectively.

PS (Platform-supplier) model: E-commerce platform provides logistics services for the product and the supplier provides logistics services for the product.

PP (Platform-platform) model: E-commerce platform provides logistics services for both products and products.

基于以上的模改型旧版和假设，创作者分别在三种有所不同的金融服务一站式Mode下采行逆向定理可求解，适度状态下的金融服务一站式质量、批发价格和零售价格，并根据恒等式分析方法一站式质量和一站式成本高对价格、市场需求等的影响。之后通过更为有所不同网络化商品开发金融服务一站式Mode下的均值金融服务一站式质量、企业利润和商品开发利润来检测三种网络化商品开发金融服务一站式Mode的服务于高效率。

创作者依次分析方法了四种情景的利润函数和均值价格、金融服务一站式质量等有所不同因素所的函数。并通过更为这些因素所来检测商品开发的服务于高效率，更为RS、RP、MS 和 MP 偏好下的这些因素所的大小，分析方法有所不同情景下的均值决策,。

Based on the above model settings and assumptions, the authors use the inverse induction method to solve, respectively, the logistics service quality, wholesale price and retail price in equilibrium under three different logistics service models, and analyze the effects of service quality and service cost on price and demand, etc. according to the formula. After that, the operational efficiency of three e-commerce supply chain logistics service models is examined by comparing the optimal logistics service quality, enterprise profit and supply chain profit under different e-commerce supply chain logistics service models.

The authors analyze the profit functions of the four scenarios and the functions of different factors such as optimal price and logistics service quality in turn. And by comparing these factors to examine the operational efficiency of the supply chain, the magnitude of these factors in RS, RP, MS and MP scenarios are compared to analyze the optimal decision in different scenarios.

仍要创作者又对主模改型进行扩展，扩展学术研究了网络化跨平台采行跨平台Mode一般而言下的均值金融服务一站式Mode选取策略。此外还分析方法了网络化跨平台采行混合Mode一般而言下的均值金融服务一站式Mode选取策略，主要是针对制造商利润、电子跨平台利润、商品开发适度利润分析方法。仍要基于以上分析方法对本章的学术研究成果进行了总结。

Finally, the authors extend the main model to study the optimal logistics service model selection strategy in the case of e-commerce platform using the platform model. In addition, the optimal logistics service model selection strategy under the case of mixed mode of e-commerce platform is analyzed, mainly for supplier profit, e-platform profit, and overall supply chain profit. Finally, the research results of this chapter are summarized based on the above analysis.

03

方法论补充

在这一章中会包括到了三种有所不同的网络化跨平台，以及提到了双重边际现象，那这些专有名词是什么原意呢？

购入改型跨平台: 通过向终端客户购入从中上游制造商三处购买的商品来纯利。

开放改型跨平台: 通过向中上游制造商提供商品传销的平台和配套一站式以收取酬劳和一站式费。

混合改型跨平台: 既作为现代沃尔玛购入从中上游制造商三处购买的商品，又为中上游制造商提供商品传销的平台和增值一站式。

双重边际现象：资讯不非对称的情况下，由于商品开发双方片面追求自身利益最大化，而导致商品开发的适度现象略低于商品开发双方之和的现象。

In this chapter, three different types of e-commerce platforms are covered, as well as the mention of double margins, so what do these terms mean?

Resale Platform: Earn by reselling products purchased from upstream suppliers to end consumers.

Open Platform: Earn commissions and service fees by providing direct sales channels and ancillary services to upstream suppliers.

Hybrid platform: reselling products purchased from upstream suppliers as a traditional retailer and providing direct sales channels and value-added services to upstream suppliers.

Double marginal effect: The phenomenon that the overall effect of the supply chain is lower than the sum of the two sides of the supply chain due to the one-sided pursuit of self-interest maximization by both sides of the supply chain under the situation of information asymmetry.

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参考：Deepl英文翻译

参考文献：覃红花. 网络化商品开发金融服务一站式Mode实现策略学术研究[D].华东师范大学,2021.

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