JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2024, Vol. 59 ›› Issue (11): 139-148.doi: 10.6040/j.issn.1671-9352.0.2022.483

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Retailer dual-purpose selling and supplier encroachment strategy

FU Yumin, WU Jianyun*   

  1. School of Business, Qingdao University, Qingdao 266071, Shandong, China
  • Published:2024-11-29

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Abstract: In the case of the retailer adopting dual-purpose selling, we explores the interaction between the suppliers encroachment through the e-commerce platform and the retailers dual-purpose selling. The results show that the decision of supplier benefits from the retailers dual-purpose, and the suppliers encroachment strategy depending on the e-commerce platforms commission rate and the corporate social responsibility level of the retailer. When the commission rate or the level of corporate social responsibility is low, the supplier encroaches on the market through the e-commerce platform, and the retailer can restrain the suppliers encroachment by enhancing its dual-purpose level. Otherwise, the supplier doesnt encroach on the market. When the supplier encroaches on the market, the e-commerce platform charging an appropriate commission rate enables the supplier and the retailer to achieve a win-win outcome, and the retailer with the higher dual-purpose level can benefit more from the suppliers encroachment. In addition, the suppliers encroachment can further enhance consumer surplus on the basis of the retailers dual-purpose selling.

Key words: supplier encroachment, dual-purpose, e-commerce platform, agency selling

CLC Number: 

  • F272
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