JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2023, Vol. 58 ›› Issue (1): 89-100.doi: 10.6040/j.issn.1671-9352.0.2021.144

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Wholesale, agency or hybrid? sales mode choices of hybrid platform in competition with self-run platform

ZHOU Chi1,2, WANG Yi-xin1, YU Jing1*   

  1. 1.School of Management, Tianjin University of Technology, Tianjin 300384, China;
    2.School of Business, Nankai University, Tianjin 300071, China
  • Published:2023-02-12

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Abstract: Aiming at the problem of the optimal sales model selection and strategy of cooperation between composite E-commerce platform and manufacturers under the condition of self-operated platform competition, three sales modes is wholesale, agency and hybrid are considered to establish Stackelberg game model of multi-channel pricing decision-making. Then analyzing the influence of potential market size, channel flexibility and unit commission on the optimal strategies of all parties in E- supply chain, and the optimal sales model of composite platform is obtained. The results show that an increase in the potential market scale and channel flexibility will increase the hybrid platforms profit, and the hybrid platform should set a moderate unit commission to maximize the profit. When the channel flexibility is low, the hybrid platform should choose the agency sales mode if the unit commission is moderate. The hybrid platform should choose the wholesale sales mode if the unit commission is sufficiently low or high. When the channel flexibility is sufficiently high and the unit commission is not sufficiently low, the hybrid sales mode is the optimal choice for the hybrid platform. In addition, the paper further discusses win-win conditions for the hybrid platform and manufacturer in the sales mode choices.

Key words: E-supply chain, hybrid platform, platforms competition, sales mode choice, stackelberg game

CLC Number: 

  • F272
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