针对由单个制造商和单个电商平台组成的供应链结构，基于网络销售模式和物流服务不同情形，分别构建企业风险中性与风险规避的博弈模型，通过对比探析企业风险规避对网络销售模式与物流服务策略的影响。研究发现：风险规避不影响转售模式下电商平台提供物流服务策略；但代理模式且收益共享比例较小（较大）下，制造商（电商平台）风险规避会使得制造商转向不提供（提供）物流服务；随着制造商对风险规避程度增大，电商平台会选择从代理模式转向转售模式，但伴随着电商平台风险规避程度增大，销售模式的选择从转售模式转向代理模式。

Considering a supply chain composed of one manufacturer and one e-tailer, the game models of risk neutral and risk aversion are constructed, respectively, based on different scenarios of online selling mode and logistics services. Then, the impacts of risk aversion on online selling mode and logistics service strategies are investigated through comparative analysis. The results show that: the risk aversion has no impact on the undertaking the logistics service by e-tailer, while risk aversion from the manufacturer prevents the manufacturer from offering the service in marketplace mode with low (high) fraction of revenue sharing. Furthermore, the high degree of risk aversion from the manufacturer would incentive the e-tailer to switch from marketplace mode to reselling mode. While the impact of risk aversion from the e-tailer on the selling mode is just contrast.