Abstract：Considering the impact of consumer transfer and platform difference on demand, the decision-making models under different channel structures and sales contracts are constructed. Based on Stackelberg game between the horizontal and vertical channel, the optimal decisions in eight situations are obtained. The impact of commission rates, platform difference and consumer transfer rate on the equilibrium results are explored to obtain the optimal sales contract and channel configuration strategy. The study shows that the agency contract can reduce selling prices and increases sales volumes. In the monopoly market, platforms are more willing to adopt a reselling contract, however, the supplier prefers the agency contract. In the competitive environment, the dominant platform always prefers reselling mode under certain conditions, while the competitive platform’s preferred sales mode changes gradually with the commission rate. The channel selection strategy of the supplier is related to the consumers’ transfer volume; when the transfer volume is high, the supplier prefers a dual-channel structure, vice versa.
李春雨，张翠华，李艳婷. Stackelberg竞争下考虑消费者转移和平台差异的供应商运营策略[J]. 管理学报, 2022, 19(1): 102-.
LI Chunyu，ZHANG Cuihua，LI Yanting. Supplier Operation Strategy Considering Consumer Transfer and Platform Difference under Stackelberg Competition. Chinese Journal of Management, 2022, 19(1): 102-.
