Study of Differentiated Platform Sales Channel Selection Considering Price Discounts
With the integration and innovation of e-commerce in various fields and the continuous development of e-commerce platforms,dual-platform sales have become the norm.Studying how manufacturers choose the sales model on the two platforms is conducive to maximizing the interests of all parties.This paper aims at a two-level supply chain composed of a manufacturer and two differentiated platforms,and builds four decision-making models based on the sales strategies of dif-ferent platforms to explore the manufacturer's choice of sales channels on different platforms.The research shows that the de-mand of low-valued consumers increases with the increase of discount ratio,while the demand of high-valued consumers de-creases;When the platform chooses the agency mode,the increase of commission ratio will improve the platform's profit,but when the commission ratio is too high,the manufacturer will choose the resale mode.When the commission ratio of discount platform is relatively high,we should choose the mixed mode of discount platform as agent mode and non-discount platform as resale mode;On the contrary,we should choose the double agent mode.Based on this,we should promote both development and standardization,while emphasizing innovation drive and encouraging the vigorous development of new models and formats in China,we should adhere to the bottom line thinking and promote fair competition.
NETL
NSTL
万方数据
