This paper takes the supply chain perspective to study the choice of selling model for manufacturers and e-tailers. To accomplish our objective, we consider three selling models, including reselling, agency selling, and mixed selling. By comparing and analyzing the equilibrium outcomes of the three selling models, we obtain some beneficial results. These results show that manufacturers and e-tailers cannot manage to make a profit at the same time whether they choose the reselling model or agency selling model. Our results also show that the mixed selling model may improve supply chain performance, as long as the cross-price elasticity is not low. Especially when the cross-price elasticity is comparatively high, a manufacturer and an e-tailer in vertical competition can achieve a profit-Pareto-improving situation, regardless of the market share of the e-tailer.

中文翻译：

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垂直竞争供应链中销售模式选择的策略分析：一个博弈论模型

本文从供应链的角度来研究制造商和电子零售商的销售模式选择。为了实现我们的目标，我们考虑了三种销售模式，包括转售、代理销售和混合销售。通过比较分析三种销售模型的均衡结果，我们得到了一些有益的结果。这些结果表明，无论选择转售模式还是代理销售模式，制造商和电子零售商都无法同时获利。我们的结果还表明，只要交叉价格弹性不低，混合销售模式可能会提高供应链绩效。尤其是在交叉价格弹性比较高的情况下，垂直竞争的制造商和电商可以达到利润帕累托提高的局面，