Abstract：Aiming at the partial integration behavior of hybrid online seller and e-commerce platform, this study constructs a partially integrated game model to analyze the pricing strategy choices of hybrid online sellers with product pricing power to access the e-commerce platform and then discusses the “pros” and “cons” of partial integrated behaviors on e-commerce platform and hybrid online seller. The results show that: Firstly, when hybrid online seller set retail price according to platform access rules, partial integrated behavior has an obvious complement effect on the shortcomings of the e-commerce platform business; however, hybrid online seller loses the oligopoly pricing advantage; Secondly, when hybrid online seller sets retail price according to an oligopoly strategy, partial integrated behavior has a weaker complement effect on the shortcomings of the e-commerce platform business; however, hybrid online seller can consolidate the oligopoly advantage. Therefore, hybrid online seller with product pricing power will optimally choose the oligopoly pricing strategy.
蔡祖国，谢潇莹，范莉莉. 混合型线上销售商接入电商平台的动因及定价策略研究[J]. 管理学报, 2022, 19(5): 731-.
CAI Zuguo，XIE Xiaoying，FAN Lili. Study on the Motivation and Pricing Strategy of Hybrid Online Sellers Accessing to E-Commerce Platform. Chinese Journal of Management, 2022, 19(5): 731-.
