关键词: E-供应链, 多渠道竞争, 自营零售渠道, 第三方零售渠道, Stackelberg博弈

Abstract: Based on the channel modes of e-commerce platform, it is an important E-supply chain competition problem for self-supporting brand firms to decide whether to introduce a third-party retail channel or not. Under the environment of multi-channel competition, an E-supply chain system is constructed composed of two self-supporting brand firms and one e-commerce platform. The Stackelberg game models are established and solved considering three cases, i.e., two third-party retail channels are not introduced, a single channel is introduced and two channels are introduced. The results show that different cross-price elasticity coefficients and consumers' self-supporting retail channel preferences have different effects on the introduction strategies of third-party retail channel. Under the case that two channels are introduced, e-commerce platforms can make higher profits. Additionally, the platform commission, the consumers' self-supporting retail channel preference and the cross-price elasticity coefficient have important effects on the optimal prices of self-supporting and third-party products, the optimal profits of e-commerce platform and brand firms.

Key words: e-supply chain, multi-channel competition, self-supporting retail channel, third-party retail channel, Stackelberg game