With the great success and huge data of e-commerce platforms,e-commerce platform giants such as Amazon,Kogan,JD,and T-mall aggressively expand their store brand(SB)business.The SB encroachment changes the interaction between the national brand(NB)suppliers and e-commerce platforms.The NB manufacturers not only sell NBs products on the platform but also compete with the platform.In other words,the SB encroachment transforms the relationship between the platform and manufacturer into a co-opetition relationship.The e-commerce platform faces a dilemma when deciding information sharing strategy.Hence,the issue of the market conditions under which the platform has an incentive to share information becomes more perplexing when considering the SB encroachment option.A game-theoretic model is developed to examine the interaction between demand information sharing and SB encroachment in a supply chain consisting of one sup-plier and one e-commerce platform.The equilibrium results are solved by backward induction.Depending on whether the e-commerce platform shares information in stage 1,and whether the platform introduces an SB in stage 2,there are 4 subgames consisting of stage 3.These 4 subgames are analyzed,respectively,and then the equilibrium demand information sharing and SB introduction strategies are drived by comparing the e-commerce platform's profits in these 4 subgames.The results show that demand information sharing has a double marginalization effect and brand competition effect under reselling mode,while revenue increasing effect and brand competition effect will be generated under agency selling mode.Demand information sharing strategies differ significantly under different sales modes.When the entry cost is very low or sufficiently high,the e-commerce platform prefers information sharing under agency selling mode,whereas the platform keeps demand information private under reselling mode.When the entry cost is intermediate and the product substitution coef-ficient is high,the e-commerce platform can promote store brand encroachment through a demand information sharing strategy.
关键词
电商平台/自有品牌/需求信息共享/分销模式/代销模式
Key words
e-commerce platform/store brand/demand information sharing/reselling mode/agency selling mode
万方数据