Journal of Northeastern University(Natural Science) ›› 2021, Vol. 42 ›› Issue (9): 1349-1359.DOI: 10.12068/j.issn.1005-3026.2021.09.019

• Management Science • Previous Articles     Next Articles

Single or Hybrid: Selling Mode Choices of Self-Run Platform Under Dual Competition Environment

ZHOU Chi1, YU Jing2, LI He2   

  1. 1. Business School, Nankai University, Tianjin 300071, China; 2. School of Management, Tianjin University of Technology, Tianjin 300384, China.
  • Revised:2021-02-18 Accepted:2021-02-18 Published:2021-09-16
  • Contact: YU Jing
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Abstract: With the intensification of platform supply chain channel competition, a self-run e-commerce platform adopts the agency selling to seek cooperation with online manufacturer on the basis of the traditional wholesale selling. Under the dual competition environment of platform competition and manufacturer competition, a platform supply chain system of self-run platform, third-party platform, traditional manufacturer and online manufacturer was constructed. Based on the two selling modes of self-run platform, i.e., a single mode of wholesale selling only and a hybrid mode of both wholesale and agency selling, Stackelberg game models were presented to study the selling mode choice of self-run platform, and to examine the effects of platform commission, wholesale price and consumers’ self-run channel preference on supply chain members’ optimal strategies.The results showed that different consumers’ self-run channel preferences and platform commission have different effects on the selling mode choices of self-run platform. In addition, self-sun platform commission and third-party platform commission have important effects on profit.

Key words: multi-channel competition; self-run platform; agency selling; wholesale selling; Stackelberg game

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