Electronic books’ pricing model and launch strategy are main issues concerned by the members of the book supply chain. Inspired by this fact, this paper establishes analytical models to investigate the publisher’s and the bookstore’s optimal decisions combined with pricing models (the agency model or the wholesale model) and launch strategies (the simultaneous launch strategy or the delaying launch strategy) of electronic books in a book supply chain. Additionally, we analyze the impacts of exogenous parameters on the publisher’s and the bookstore’s optimal strategies. Our findings illustrate that both the publisher and the bookstore can benefit from the agency model if they agree on a moderate proportion of e-books’ profit sharing. Moreover, we find that both the publisher and the bookstore can benefit from the delaying launch strategy when the product substitutability between electronic books and physical books is low and the cannibalization effect of delaying launch is significant. This finding is different from former study, which ignored the cannibalization rate caused by delaying launch strategy and showed that the delaying launch strategy always hurts the profits of publishers and bookstores.

电子书的定价模型和发布策略是书籍供应链成员关注的主要问题。受这一事实的启发，本文建立了分析模型，以结合电子书的定价模型（代理模型或批发模型）和发布策略（同时发布策略或延迟发布策略）来研究出版商和书店的最佳决策。书籍供应链。此外，我们分析了外部参数对出版商和书店的最佳策略的影响。我们的发现表明，如果出版商和书店在电子书的利润分享中占一定比例，则他们都可以从代理模型中受益。而且，我们发现，当电子书与实体书之间的产品替代性较低且延迟发布的蚕食效应显着时，出版商和书店都可以从延迟发布策略中受益。这一发现与以前的研究不同，后者忽略了延迟发布策略导致的蚕食率，并表明延迟发布策略总是损害出版商和书店的利润。