Manufacturers'Assortment and Channel Selection Decisions Based on E-commerce Platform Types
Considering two scenarios of selling products only on integrated e-commerce platforms and only on live e-commerce platforms,we explore how manufacturers should make joint decisions on assortment and channel selection when entering online channels and analyze what factors affect manufacturers'optimal prices and profits.The results show that the manufacturer's opti-mal assortment in both scenarios depends on the maximum number of product categories under the constraints of different plat-forms,while the optimal channel choice depends on the relative sizes of platform fee ratios,profit per unit of product,and fixed costs under different platforms.Regardless of the manufacturer's choice of platform channel,an increase in consumer return costs reduces the product price,and an increase in the online purchase match rate raises the manufacturer's own profit;furthermore,the unit operating cost is the central factor affecting the manufacturer's optimal price and profit.
万方数据
维普
