王旭坪
Professor Supervisor of Doctorate Candidates Supervisor of Master's Candidates
Main positions:Deputy Dean,School of Business,Dalian University of Technology
Gender:Male
Alma Mater:DALIAN UNIVERSITY OF TECHNOLOGY
Degree:Doctoral Degree
School/Department:Faculty of Management and Economics
Discipline:Management Science and Engineering
E-Mail:wxp@dlut.edu.cn
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Date of Publication:2018-01-01
Journal:管理学报
Volume:15
Issue:1
Page Number:111-117
ISSN No.:1672-884X
Abstract:Considering a marketing system composed of a manufacturer and a B2C e-retailer, three sales modes, namely online direct channel mode, platform flagship store mode and wholesale sales mode, are developed from the perspective of a manufacturer, and then, the decision-making bases of sales mode selection for a manufacturer are discussed through comparing the profits of every two kinds of sales mode. The results show that, when the price elasticity of demand is large, the manufacturer chooses the direct channel mode under the condition that the direct channel's unit sales cost is very small; otherwise, it will choose the B2C e-commerce platform flagship store mode or wholesale mode. When the service elasticity of demand is large, the manufacturer chooses the B2C e-commerce platform flagship store mode or wholesale sales mode no matter how much the direct selling cost is. When the transaction fee ratio of the B2C e-commerce platform is small as well as the price elasticity of demand is large, the manufacturer chooses the B2C e-commerce platform flagship store mode, or chooses the wholesale mode if the service elasticity of demand is large.
Note:新增回溯数据
王旭坪，工学博士、教授、博士生导师。
主要研究领域包括应急管理、电子商务、物流管理和应急管理等。
主要学术与社会兼职：中国物流学会常务理事；中国物流学会特约研究员；中国软科学研究会常务理事；中国系统工程学会物流系统工程专业委员会副主任委员；中国（双法）应急管理专业委员会副主任委员；中国应急管理学会社区安全专委会副主任委员；中国运筹学会行为运筹与管理分会常务理事；中国管理科学与工程学会大数据与商务分析研究会理事；中国系统工程学会智能制造系统工程分会委员；科技部专家库入库专家；辽宁省管理科学与工程类教指委秘书长；第一批辽宁省安全生产专家；辽宁省商务厅电子商务首批入库专家；盘锦市委市政府决策咨询委员会委员。
近些年，主持国家自然科学基金项目7 项（其中重大研究计划培育项目1项），参与科技部项目、国家自然科学基金重点项目、重大项目多项。主持省部级科研项目、副省级科研项目以及地方政府与企业委托项目多项。在国内外著名期刊Omega、International Journal of Production Research、International Journal of Production Economics、Information Sciences、Expert Systems with Applications、IEEE Internet of things Journal、管理科学学报、系统工程理论与实践、中国管理科学、管理工程学报等发表论文100余篇，申请国家发明专利5项。
