The Impacts of Private Brand Introduction and Information Sharing on Platforms:From the Perspective of Economic and Social Welfare
Consider a supply chain that composed of a manufacturer and an online platform which owns private demand information.By comparing the equilibrium results under different situations,the impact of private brand introduction and in-formation sharing on the firms'profit and social welfare are discussed,the optimal selling mode selection for the manufacturer and the platform are given before and after the private brand introduction.The results show that the platform chooses to retain demand information in the reselling mode,while he prefers to share informa-tion with the manufacturer in the agency mode.Meanwhile,sharing information will improve the manufacturer's profit and social welfare,and the value of information sharing improves with the improvement of the information accuracy.Moreover,af-ter the private brand introduction,a higher proportional fee increases the platform's incentive to protect the manufacturer's products,and the private brand introduction benefits the social welfare when the competition intensity is low.Finally,the selec-tion of selling mode relates to the proportional fee,the information accuracy and competition intensity.
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