Abstract Considering the consumers preference for E-commerce platform brand value and manufacturer’s product quality, this study constructs a hybrid sales channel decision model which consists of a platform provider and a manufacturer who has entered in the platform. The theoretical proof and numerical simulations are used to compare and analyze the quality conditions for manufacturers to enter the platform under different power structures, the decision-making results of both parties before and after the manufacturer enters the platform, and the impact of different power structures on the decision-making results of both parties after entering the platform. The results show that the manufacturer is willing to accept the quality conditions proposed by the platform provider when the product quality cost coefficient is less than the shared brand value after entering the platform, and the quality conditions proposed by the platform provider are higher under the situation of the platform provider dominating and the power balance. The price, demand and profit of the products of both sides will be improved after the manufacturers enter into the platform, where the range of improvement is influenced by the power structure, product quality coefficient and platform brand value.
NI Xiao,CHENG Haifang,LIU Cong. Hybrid Sales Channel Decision Model Considering Consumer Preference[J]. Chinese Journal of Management, 2020, 17(10): 1544-.
