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| The Research on the Impact of E-Commerce Platform Introducing Self-Operated Channel Based-on the Channel Acceptance Difference and Power Structure Difference |
| WEN Yue，WANG Yong，DUAN Yulan，SHI Mingjun |
| Chongqing University, Chongqing, China |
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Abstract Given an online platform-selling mode constituted by manufacture and an e-commerce platform, there exist acceptance differences between e-platform’s self-operated channel and manufacture’s direct channel, and power structure differences between e-platform and manufacture after introducing self-operated channel. According to the power structure differences and considering the acceptance differences, four types of models are constructed, including the benchmark model before introducing self-operated channel and three models under different power structures after introducing. The strategy of introducing self-operated channel of e-platform and its influence under different power structures are analyzed, as well as the influence of power structure differences after introducing self-operated channel. The results reveal that: under the three power structures, only if the channel acceptance difference is large enough, introducing self-operated channel is profitable for the e-platform; introducing self-operated channel will bring down manufacturer’s optimal profit. After introducing self-operated channel, for the e-platform, being market disadvantage is beneficial to gain more profit; for the manufacture, when the commission rate is high and the channel acceptance difference is low, being market advantage is more beneficial to gain more profit, otherwise, being market disadvantage is more beneficial.
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Received: 09 October 2018
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