期刊
TRANSPORTATION RESEARCH PART E-LOGISTICS AND TRANSPORTATION REVIEW
卷 160, 期 -, 页码 -出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.tre.2022.102614
关键词
Supply chain management; E-platforms; Service contract; Channel structure; Coordination
类别
资金
- Yushan Fellow Program [NTU-110VV012]
This paper investigates the optimal channel selection and e-platform service contracting problem for e-tailers. Analytical models are built to derive the optimal e-platform service contract and determine the conditions for the e-tailer's optimal channel selection choice. Extensions to the basic models confirm the validity of the findings, while also revealing limitations of the revenue-sharing plus fixed fee (RSF) service contract.
Today, many e-tailers sell through e-platforms. Some of them sell products through both their own direct-online (DO) sales channel and e-platforms, while some give up their own DO sales channel and sell solely through e-platforms. Motivated by the popularity of e-platforms, we explore in this paper the optimal channel selection and e-platform service contracting problem. We build analytical models to explore when an e-tailer should choose which channel structure. Based on the commonly-observed industrial practices, in the basic models, we derive the optimal e-platform service contract which is a revenue-sharing plus fixed fee (RSF) service contract. We establish the conditions under which the e-tailer's optimal channel selection choice will also be optimal for the e-platform systems. To test robustness of the research findings, three extensions are examined. For the extended model with a separate manufacturer, as well as the extended analysis with a social welfare optimization objective, we reveal that all the findings in the basic models remain valid. However, when the e-tailer decides both product pricing and quality, we uncover that the RSF service contract fails to achieve robust systems optimization. We hence show how the use of a cost-sharing RSF service contract can help.
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