In the platform economy, many brands have already supplied products to platforms (e.g., Amazon.com and JD.com) who operate “self-run (SR)” stores. They face the challenges of whether or not operating flagship stores on the platforms and how to determine the optimal logistics choice (provided by the platforms or 3PL providers). To address these challenges, we explore the optimal channel and logistics selection strategies for brands operating on platforms through building theoretical models. This paper considers three levels of the logistics service difference between platform logistics and 3PL. It guides brands to make operational strategies of being suppliers or co-optors and choosing different logistics services. Our results imply that the brand's optimal choice of operational strategy between being “a pure supplier” or “a co-optor with the optimal logistics service selection” is affected by the logistics service level difference between platform logistics and 3PL, platform's annual service fee, and logistics fees charged by the platform and 3PL provider. Besides, we have identified the condition which could achieve a triple-win situation for the brand, the platform and consumers when the brand determines the optimal channel strategy or logistics mode strategy, respectively. We extend the models to consider consumer return behavior, spillover effect and endogenous platform logistics fee, and find that when considering consumer return behavior and spillover effect, the main results are robust. However, when considering the endogenous platform logistics fee, the brand is extremely reluctant to become a co-optor to adopt platform logistics for its flagship store.

在平台经济中，许多品牌已经向运营“自营（SR）”商店的平台（例如亚马逊和京东）供应产品。他们面临着是否在平台上经营旗舰店以及如何确定最佳物流选择（由平台或3PL提供商提供）的挑战。为了应对这些挑战，我们通过构建理论模型来探索平台运营品牌的最佳渠道和物流选择策略。本文考虑了平台物流与3PL物流服务的三个层面的差异。指导品牌制定成为供应商或合作者以及选择不同物流服务的运营策略。我们的研究结果表明，品牌在“纯粹供应商”或“最优物流服务选择的合作者”之间的运营策略最优选择受到平台物流与3PL的物流服务水平差异、平台年服务费、以及平台和3PL提供商收取的物流费用。此外，我们还找出了品牌分别确定最优的渠道策略或物流模式策略时，能够实现品牌、平台和消费者三赢的条件。我们将模型扩展为考虑消费者退货行为、溢出效应和内生平台物流费用，发现在考虑消费者退货行为和溢出效应时，主要结果是稳健的。然而，