系统管理学报2026，Vol.35Issue(2)：587-604,18.DOI:10.3969/j.issn2097-4558.2026.02.020
基于线下线上竞争的电商平台信息共享决策与制造商线上销售模式选择
Information Sharing Decisions of E-Commerce Platforms and Manufacturers'Online Sales Mode Selection Under Offline-Online Competition
摘要
Abstract
This paper examines a supply chain system composed of a manufacturer,an offline retailer,and an e-commerce platform.It develops a game-theoretic model under two online sales modes,resale and agency,and two scenarios of whether the e-commerce platform shares information,to explore how information-sharing strategies affect the manufacturer's selection of online sales mode.The results indicate that the existence of an offline retailer can increase the manufacturer's profit and influence its sales mode.When demand volatility is low(high),the manufacturer tends to adopt the agency(resale)mode.For moderate demand volatility,the platform's information-sharing behavior can alter the manufacturer's mode selection.When product substitutability is high,information sharing enables the manufacturer to select agency mode,achieving a triple-win situation for the manufacturer,offline retailer,and e-commerce platform.A shift from resale to agency mode by the manufacturer may also lead to Pareto improvement for the platform.Moreover,cost considerations affect the e-commerce platform's information sharing decision,which in turn influences the manufacturer's mode selection.关键词
销售模式/信息共享/需求波动性/佣金率Key words
sales mode/information sharing/demand volatility/commission rate分类
管理科学引用本文复制引用
冯中伟,冯晨旭,马燕,谭春桥..基于线下线上竞争的电商平台信息共享决策与制造商线上销售模式选择[J].系统管理学报,2026,35(2):587-604,18.基金项目
国家自然科学基金资助项目(72371132) （72371132）
河南省高等学校重点项目(23B630003) （23B630003）
河南理工大学工商管理学院科研创新团队资助(GSKC2024-2) （GSKC2024-2）
河南理工大学杰出青年基金资助项目(SKJQ2024-01) （SKJQ2024-01）
河南省高等学校哲学社会科学创新团队支持计划(2024-CXTD-06) （2024-CXTD-06）
