Abstract Facing the upsurge of sharing economy, in order to regain market opportunities, traditional manufacturers have provided product sharing services through two sharing modes. One mode is the self-built mode, the manufacturer will build a sharing platform on which consumers' rental is relatively inconvenient. The other mode is the joined mode, the manufacturer will join a third-party sharing platform on which the manufacturer is charged a commission fee. In this paper, we develop an analytical framework consisting of a manufacturer and a third-party sharing platform to study the optimal choice of manufacturer's sharing mode, in which consumers' preference toward renting manufacturer's products is heterogeneous. Our analysis shows that the manufacturer will not provide product sharing service when the commission rate, the consumers' inconvenient cost and the marginal cost are all high. Further, we obtain the optimal choice of sharing mode, that is, when the consumers' inconvenient cost is relatively low but the marginal cost is relatively high, the manufacturer will build a sharing platform, while when the consumers' inconvenient cost is relatively high but the marginal cost is relatively low, the manufacturer will join a third-party sharing platform. We also find that the choice of sharing mode is influenced by the proportion of consumers who prefer to rent manufacturer's products. As the proportion increases, the manufacturer is more likely to join the third-party sharing platform.

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建立或加入共享平台？厂商共享模式的选择

摘要 面对共享经济的热潮，为了重新获得市场机会，传统厂商通过两种共享模式提供产品共享服务。一种模式是自建模式，厂商会搭建一个共享平台，消费者租房相对不方便。另一种模式是加盟模式，厂商会加入第三方共享平台，厂商会在此平台上收取一定的佣金。在本文中，我们开发了一个由制造商和第三方共享平台组成的分析框架来研究制造商共享模式的最优选择，其中消费者对租赁制造商产品的偏好是异质的。我们的分析表明，当佣金率，制造商不会提供产品共享服务，消费者的不便成本和边际成本都很高。进一步，我们得到共享模式的最优选择，即当消费者的不便成本相对较低但边际成本较高时，厂商会搭建共享平台，而当消费者的不便成本相对较高但边际成本较高时，厂商会搭建共享平台。边际成本相对较低，厂商会加入第三方共享平台。我们还发现，共享模式的选择受到更喜欢租用制造商产品的消费者比例的影响。随着比例的增加，厂商更有可能加入第三方共享平台。不便成本较低但边际成本较高时，厂商会搭建共享平台，而当消费者不便成本较高但边际成本较低时，厂商会加入第三方共享平台。我们还发现，共享模式的选择受到更喜欢租用制造商产品的消费者比例的影响。随着比例的增加，厂商更有可能加入第三方共享平台。不便成本较低但边际成本较高时，厂商会搭建共享平台，而当消费者不便成本较高但边际成本较低时，厂商会加入第三方共享平台。我们还发现，共享模式的选择受到更喜欢租用制造商产品的消费者比例的影响。随着比例的增加，厂商更有可能加入第三方共享平台。我们还发现，共享模式的选择受到更喜欢租用制造商产品的消费者比例的影响。随着比例的增加，厂商更有可能加入第三方共享平台。我们还发现，共享模式的选择受到更喜欢租用制造商产品的消费者比例的影响。随着比例的增加，厂商更有可能加入第三方共享平台。