Research on information sharing and channel selection strategy under service provided by manufacturer
In recent years,more and more manufacturers improved the competitiveness of products sold in the reselling channel,the agency channel and the hybrid channel of e-commerce platforms by providing services.At the same time,e-commerce platforms with demand forecasting ability had information asymmetry with manufacturerswithout information superiority.In order to solve the problems of channel selection under the service provided by a manufacturer and information sharing caused by information asymmetry,the information sharing strategies of an e-commerce platform under three channels and the manufacturer s channel selection strategies with or without information sharing were studied by using backward induction method.It was found that information sharing between the e-commerce platform and the manufacturer depended on the sensitivity of consumer service and service efficiency under the reselling channel.Under the agency channel,the e-commerce platform always voluntarily shared information with the manufacturer.Under the hybrid channel,whether the e-commerce platform shared information depended on service efficiency,commission rate and channel competition intensity.No matter whether the information was not shared or shared,the manufacturer's optimal channel choice was only the agency channel or the hybrid channel,and the optimal channel choice depended on service efficiency,commission rate and channel competition intensity.When the channel competition intensity was high,no matter whether the commission rate was high or low,the manufacturer changed from choosing the hybrid channel to the agency channel with the increase of service efficiency.
e-commerce platform supply chainservice effortsdemand-forecasting information sharingchannel selectionpricing
万方数据
维普
