This paper constructs a dynamic game model that includes an outsourcing supplier,a brand manufacturer,and an e-commerce platform.It explores the impact of brand spillover and economies of scale on the profits of supply chain members and the e-commerce platform under the agency and resale distribution models.Furthermore,it analyzes the preferences of supply chain members and the e-commerce platform for distribution model selection.The research results show that under the agency model,initial costs are lower,and as economies of scale and learning ability increase,suppliers and platforms can benefit from spillover effects.Under the resale model,the profits of suppliers and platforms when there are spillover effects are always higher than when there are no spillover effects.In addition,spillover effects always harm the profits of manufacturers,but when production costs are at a higher level,the agency model causes greater losses.Numerical analysis shows that suppliers and platforms can achieve win-win outcomes under certain conditions.
platform supply chainsupplier encroachmentspillover effecteconomies of scaleplatform distribution mode
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