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| Platform’s Openness Strategy and Firm’s Channel Choice When Platform Takes a Stake in the Eco-Chain Firm |
| WANG Biao，LUO Chunlin，YU Dongdong，CHEN Qian |
| Jiangxi University of Finance and Economics, Nanchang, China |
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Abstract Based on the background of e-commerce platform holds a certain equity stake in the eco-chain firm, a supply chain game model composed of an e-commerce platform and eco-chain firm is constructed to study the platform’s openness and the sales channel choices of the eco-chain firm under a shared ownership model, analyzing the impact of factors such as the initial market size of the eco-chain firm’s brand products, post-entry market size, and platform equity stake on platform openness and eco-chain firm’s sales channel choices. The findings reveal that irrespective of direct sales or agency mode, the profits of platform and eco-chain firm fluctuate, initially decreasing and then increasing with the initial market size of the eco-chain firm’s brand products. Moreover, the increased platform shareholding ratio imposes more stringent requirements on the eco-chain firm to join the platform while also potentially expanding the possibility of opening the platform to eco-chain firm with smaller initial market sizes. A win-win situation arises when platform demonstrates a willingness to open up, and eco-chain firm is motivated to station within this shared territory.
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Received: 23 July 2024
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