Although online business has been growing for some time, third-party e-platforms and their impact on e-channels are an under-explored area in the literature on dual-channel supply chains. Considering different combinations of open and self-support e-platform, this paper develops dynamic game models in four dual-channel e-retail structures to study pricing strategies and channel preference for manufacturers. The results provide interesting insights. First, a manufacturer’s optimal prices vary in different e-channels. Second, e-retail prices on the self-support e-platform and open e-platform are both affected by the e-platform’s service quality and commission fee. Regardless of the channel structure, a better service quality by one e-platform leads to an increase in its own e-retail prices and forces the competing e-platform to either improve its service quality or take a lower price. Lastly and more importantly, we compare the manufacturer’s pricing strategies and performances in different dual-channel e-retail structures and identify its preferences. Specifically, if the commission fee is dynamic, we find that the manufacturer always prefers to use two e-channels provided by different e-platforms, and at least one of the e-channels is the self-support model, although it is a sub-optimal strategy.

中文翻译：

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考虑电子平台业务模型的双渠道电子零售中的渠道结构和差异化定价策略

尽管在线业务已经发展了一段时间，但是第三方电子平台及其对电子渠道的影响在双渠道供应链文献中仍未得到充分研究。考虑到开放式和自助式电子平台的不同组合，本文在四个双渠道电子零售结构中开发了动态博弈模型，以研究制造商的定价策略和渠道偏好。结果提供了有趣的见解。首先，制造商的最优价格在不同的电子渠道中有所不同。其次，自助式电子平台和开放式电子平台上的电子零售价格均受电子平台的服务质量和佣金费用的影响。不管渠道结构如何 一个电子平台提供更好的服务质量会导致其自身的电子零售价格上涨，并迫使竞争的电子平台提高其服务质量或降低价格。最后，更重要的是，我们比较制造商在不同双渠道电子零售结构中的定价策略和性能，并确定其偏好。具体来说，如果佣金是动态的，我们发现制造商总是喜欢使用由不同的电子平台提供的两个电子渠道，并且至少一个电子渠道是自助模式，尽管它是一个子渠道。 -最佳策略。