考虑制造商竞争的平台销售模式对比与优化选择研究

A Study on Comparison and Optimal Selection of Platform Sales Models with Manufacturer Competition

摘要: 在双制造商不对称渠道竞争场景中，针对一方自建平台直销、另一方依托第三方电商平台经营的供应链结构，文章基于转售、寄售、混合三种合作模式的均衡结果，重点开展模式间对比与最优决策规律研究。通过数值算例系统分析潜在市场规模、渠道弹性、佣金费率对供应链成员利润的影响，揭示不同条件下制造商的最优销售模式选择边界。研究发现：制造商B的最优模式具有显著情境依赖性，当潜在市场规模较大或佣金费率偏低时，寄售模式表现更优；当渠道弹性较小且佣金费率较高时，转售模式更为稳妥；当渠道弹性较小且佣金费率处于中等水平时，混合模式可实现制造商与平台三方共赢。研究结论可为竞争环境中制造商的渠道模式决策提供更直观的实践指引，也为平台佣金设置提供参考依据。

Abstract: In a scenario of asymmetric channel competition between two manufacturers, this paper examines a supply chain structure in which one manufacturer establishes its own platform for direct sales while the other operates through a third-party e-commerce platform. Based on the equilibrium results of three cooperation modes—resale, consignment, and hybrid—the paper focuses on inter-mode comparisons and the study of optimal decision-making patterns. By means of numerical examples, the impacts of potential market size, channel elasticity, and commission rate on the profits of supply chain members are quantitatively investigated. The results show that the optimal mode for manufacturer B varies significantly under different parameters. The consignment mode performs better when potential market size is large or commission rate is low; the reselling mode is a more prudent choice under small channel elasticity and high commission rate; and the hybrid mode can achieve a win-win situation for the two manufacturers and the e-commerce platform when channel elasticity is small and commission rate is at a medium level. The conclusions can provide more intuitive practical guidance for manufacturers’ channel mode decisions in a competitive environment and a reference for setting platform commissions.