Abstract In the study, a cross competitive supply chain model is established, which consists of two suppliers and two platform providers. We analyze each member’s behavior of the supply chain with platform-distribution and platform-direct sale; we identify supply chain members’ profits improved conditions, characteristics and limitations of game equilibrium of two channels. When the electronic platform provider using distribution channels, the channel choice of its competitors not only depends on competitive intensity of suppliers but also competitive intensity of platform. When the electronic platform provider only provides a platform, its competitors’ channel choice is not affected by any factors. When the competitive intensity of products and platforms are not strong, the platform-direct channel is the dominant equilibrium to all members of the supply chain.
2017, Vol. 14 
