经济与管理2025，Vol.39Issue(5)：67-75,9.
电商平台供应链成员渠道合作策略研究
Cooperation Strategy Choices for Firms in the E-Commerce Platform Supply Chains
摘要
Abstract
This paper investigates three different cooperation strategies about a supply chain consisting of a manufacturer,a retailer,and an e-commerce platform.We establish a Stackelberg game and consider three channel structures:the retailer only cooperates with the e-commerce platform(RP),the manufacturer only cooperates with the e-commerce platform(MP),and both of them cooperate with the e-commerce platform(MRP).We derived four interesting results.First,the manufacturer will benefit from the cooperation strategy of cooperating with the e-commerce platform.Second,the retailer may achieve the optimal profits when the cooperation strate-gy that only the manufacturer works with the e-commerce platform is adopted.Third,the e-commerce platform possibly can get more profits when only one party cooperates with it.Fourth,when the commission and the channel substitution are high,the cooperation strategy that only the manufacturer cooperates with the e-commerce platform will achieve a"win-win-win"situation.关键词
电商平台/策略选择/博弈Key words
e-commerce platform/strategic choice/game分类
管理科学引用本文复制引用
祁红梅,李悦,张天宇..电商平台供应链成员渠道合作策略研究[J].经济与管理,2025,39(5):67-75,9.基金项目
河北省社会科学基金项目(HB22GL011) （HB22GL011）
