Research On Marketplace Channel Introduction Strategy For B2C E-commerce Companies

In the era of digital economy,electronic payment and logistics distribution systems continue to improve,online shopping is favored by more and more consumers,and the online retail industry is developing rapidly.In the B2 C online retail market,the introduction of marketplace channels has gradually become a new growth engine for e-commerce companies such as JD and Amazon.The introduction of marketplace channels by e-commerce companies provides merchants and consumers with a platform for direct transactions,but at the same time it also intensifies product competition in the market.A series of problems arising from the introduction of marketplace channels by e-commerce companies have quickly become the focus of academic attention.Most of the existing research on channel introduction focuses on whether manufacturers introduce direct channels and the impact of direct channels on the supply chain,compared with the introduction of direct channels,the introduction of marketplace channels more highlights the coexistence of horizontal competition and cooperation between e-commerce companies and merchants,which makes relevant research complicated and necessary.The research on the marketplace channel introduction strategy for B2 C e-commerce companies has enriched the relevant literature on online sales channels theoretically,and provided guidance for the decision-making of e-commerce companies and merchants in practice,which is conducive to promoting the development of the online economy.Therefore,this research has certain theoretical and practical significance.Taking the e-commerce company’s marketplace channel introduction strategy as the main research object,and on the basis of the existing related literature,this research studies the marketplace channel introduction strategy for e-commerce companies under the influence of different internal and external important factors.Specifically,this research divides the decision-making environment into four scenarios considering the store brand and service investment strategies adopted by e-commerce companies(internal factors),and the influence of market scale growth and third-party logistics(external factors),comprehensive use of utility theory,game theory,optimization theory,comparative analysis and other research methods to explore the marketplace channel introduction strategy for e-commerce companies under the above four scenarios,and the influence of different factors on the marketplace channel introduction strategy for e-commerce companies.The core research contents and conclusions of this research include the following four parts:First,marketplace channel introduction strategy for e-commerce companies considering the introduction of store brands.Aiming at an online sales system composed of an e-commerce company and a manufacturer,a marketplace channel introduction strategy model for an e-commerce company considering the introduction of store brand is constructed.On the base of giving equilibrium revenues of the e-commerce company and the manufacturer before and after the introduction of the marketplace channel,marketplace channel introduction strategies for the e-commerce company with and without store brand are obtained through comparison and analyzed.In addition,by comparing marketplace channel introduction strategies for the e-commerce company with store brand and without store brand,the influence of store brand on the marketplace channel introduction strategy is further explored.The results show that:only when consumers have a small preference for the e-commerce company store brand and the commission rate of the marketplace channel is in the medium range,the e-commerce company with store brand introduces the marketplace channel,and under other conditions,the e-commerce company with store brand will not introduce the marketplace channel;Compared with the e-commerce company without store brand,the e-commerce company with store brand is less willing to introduce the marketplace channel,when consumers have a lower preference for the store brand,the manufacturer is more likely to accept the offer of the e-commerce company with store brand to introduce the marketplace channel;When the marketplace channel is not introduced,the marginal revenue of the manufacturer’s product increases after the introduction of the e-commerce company store brand,and when the marketplace channel is introduced,the marginal revenue of the manufacturer’s product decreases after the introduction of the e-commerce company store brand;After the e-commerce company with store brand introduces the marketplace channel,as consumers’ preference for the e-commerce company store brand increases,the revenue of the manufacturer decreases,while the revenue of the e-commerce company first increases and then decreases.Second,marketplace channel introduction strategy for e-commerce companies considering service investment.Aiming at an online sales system composed of an e-commerce company and a manufacturer,a marketplace channel introduction strategy model for an e-commerce company considering service investment is constructed.On the base of giving equilibrium revenues of the e-commerce company and the manufacturer before and after the introduction of the marketplace channel,marketplace channel introduction strategies of the service investment e-commerce company and the non-service investment e-commerce company are obtained through comparison and analyzed.In addition,by comparing marketplace channel introduction strategies of the service investment e-commerce company and the non-service investment e-commerce company,the influence of service investment on the marketplace channel introduction strategy is further explored.The results show that: only when the commission rate of the marketplace channel is in the mid-range,the service investment e-commerce company introduces the marketplace channel,otherwise,the service investment e-commerce company will not introduce the marketplace channel;Service investment can promote the introduction of the marketplace channel for the e-commerce company,and the promotion effect increases as consumers become more sensitive to service;E-commerce company service investment can achieve Pareto improvement and at the same time improve consumer welfare;Finally,when the service investment e-commerce company introduces the marketplace channel,the manufacturer applies two-part tariff can promote the e-commerce company to provide service level that maximize system revenue,and further enable the e-commerce company and the manufacturer to achieve a win-win situation.Third,marketplace channel introduction strategy for e-commerce companies under the growth of market scale.Aiming at an online sales system composed of an e-commerce company and an online retailer,a marketplace channel introduction strategy model for an e-commerce company under the growth of market scale is constructed.By comparing equilibrium revenue before and after the introduction of the marketplace channel by the e-commerce company,this chapter analyzes the influence of the market scale growth,consumers’ sensitivity to service,and preference for the online retailer’s product on the introduction of the marketplace channel.The results show that:when the market scale growth is large,or the market scale growth is medium-range and consumers are more sensitive to service,the e-commerce company prefers to introduce the marketplace channel,otherwise the e-commerce company prefers not to introduce the marketplace channel;When the e-commerce company introduces the marketplace channel,if consumers have less preference for the online retailer’s product,the market scale growth is fairly large and consumers’ sensitivity to service is in the medium range,or consumers have less preference for the online retailer’s product,the market scale grows greatly and consumers are more sensitive to service,the price of the self-operated product increases,otherwise the price decreases,but sales and service level of the self-operated product always increase;After the e-commerce company introduces the marketplace channel,as consumers’ preference for the online retailer’s product increases,the revenue of the e-commerce company decreases,while the revenue of the online retailer does not always increase.Last,marketplace channel introduction and logistics service strategies for e-commerce companies under the participation of the third party logistics service provider.Aiming at an online sales system composed of an e-commerce company,an online retailer and a third party logistics service provider(TPLP),combination models of marketplace channel introduction strategy and logistics service strategy for an e-commerce company are constructed: the e-commerce company does not introduce the marketplace channel and uses third-party logistics,the e-commerce company does not introduce the marketplace channel and builds logistics,the e-commerce company introduces the marketplace channel,and both the e-commerce company and the online retailer use third-party logistics,the e-commerce company introduces the marketplace channel and builds logistics,while the online retailer uses third-party logistics and the e-commerce company introduces the marketplace channel and opens up logistics service,and the online retailer uses the logistics service of the e-commerce company.On the base of giving equilibrium revenue of the e-commerce company under each model,this chapter analyzes the marketplace channel introduction strategy for the e-commerce company under a given logistics service strategy,and the logistics service strategy for the e-commerce company under a given marketplace channel introduction strategy.The main results are: when the e-commerce company introduces the marketplace channel and builds logistics,if the unit logistics service price of TPLP in the market is not high and the logistics service level is low,or the unit logistics service price is high,the online retailer can achieve Pareto improvement by using the logistics service of the e-commerce company;When the e-commerce company builds logistics and opens up logistics service,the revenue of the e-commerce company increases after introducing the marketplace channel.