Optimal Platform Entry And Logistics Mode Selection Joint Strategies Of Firms

In recent years,the rapid development of e-commerce has driven a shift in people’s consumption habits,and online shopping has gradually become the mainstream.Meanwhile,e-commerce platforms such as Amazon and JD.com are constantly emerging and gradually occupying a dominant market position.The rapid development of platform economy has also driven significant growth in the logistics industry.In China,the third-party logistics mode represented by SF Express and the platform logistics mode represented by JD Logistics have swiftly gained prominence.These emerging logistics modes integrate various resources and optimize operational methods to provide businesses and consumers with more efficient and convenient logistics services.In these contexts,firms should decide whether to establish online channels(stores)through entering e-commerce platforms and to adopt which logistics mode between platform logistics and third-party logistics for their online channels(stores).Therefore,driven by the challenges of whether to establish online channels(stores)through entering e-commerce platforms and adopt which logistics mode between platform logistics and third-party logistics for their online channels(stores)faced by firms in the platform economy,this thesis comprehensively applies theories and methods such as consumer utility theory,optimization theory,game theory,and numerical simulation to explore the optimal joint strategies of platform entry and logistics mode selection for firms in the platform economy.The main research content and conclusions of this thesis are given as follows:(1)From the perspective of traditional offline firms,the optimal platform entry and logistics mode selection strategies of traditional offline firms in the platform economy are explored through game optimization methods.Results show that in the case of relatively high annual service fees charged by e-commerce platforms,traditional offline firms should not establish online channels on e-commerce platforms.When the annual service fees charged by e-commerce platforms are relatively low,if the logistics cost coefficient related to delivery time is also relatively low,firms should establish online channels through entering e-commerce platforms and adopt platform logistics modes;otherwise,they should establish online channels through entering e-commerce platforms and adopt third-party logistics modes.(2)From the perspective of two-period dynamic decision-making,the optimal dynamic platform entry and logistics mode selection strategies for traditional offline firms considering trade-in services in the platform economy are investigated.Results show that the optimal dynamic platform entry and logistics mode selection strategies of traditional offline firms are influenced by the annual service fees charged by ecommerce platforms,the difference in service levels between platform logistics and third-party logistics,and platform logistics costs.Providing trade-in services to consumers will not affect the optimal logistics mode selection strategies for traditional offline firms,but will have an impact on platform entry strategies of traditional offline firms.(3)From the perspective of cooperating with e-commerce platforms in the supply chain,the optimal platform entry and logistics mode selection strategies for suppliers who have established supplier-buyer relationships with e-commerce platforms are analyzed.Results present that when e-commerce platforms charge relatively high annual service fees,suppliers who have established supplier-buyer relationships with e-commerce platforms will not choose to establish official flagship stores on these platforms.In the case of relatively low annual service fees charged by e-commerce platforms,when platform logistics is less attractive to consumers,suppliers who have established supplier-buyer relationships with e-commerce platforms will establish official flagship stores on these platforms and choose third-party logistics modes for their flagship official stores.When the service level difference between platform logistics and third-party logistics is moderate,if platform logistics service fees are relatively low(high),suppliers who have established supplier-buyer relationships with e-commerce platforms will establish official flagship stores on these platforms and choose platform(third-party)logistics modes for their flagship stores;if platform logistics service fees are moderate,suppliers who have established supplier-buyer relationships with e-commerce platforms will choose to establish official flagship stores on platforms and the optimal logistics mode selection strategies of suppliers’ official flagship stores will be affected by third-party logistics fees.When platform logistics is more attractive to consumers,if platform logistics fees are relatively low(high),suppliers who have established supplier-buyer relationships with e-commerce platforms will establish official flagship stores on platforms and choose platform(thirdparty)logistics modes for their flagship stores.(4)From the perspective of internal competition,the optimal platform entry and logistics combination strategies for firms selling quality-differentiated products on ecommerce platforms are explored.Results point out that when the annual service fees charged by e-commerce platforms are relatively high,firms should not enter ecommerce platforms to establish third-party stores;otherwise,they should enter ecommerce platforms to establish third-party stores.In the case of low annual service fees charged by e-commerce platforms,when there is a significant difference in service levels between platform logistics and third-party logistics,firms should choose platform logistics modes for both high-and low-quality products.When the service level difference between platform logistics and third-party logistics is relatively low,if consumer’s perceived quality for low-quality products is relatively low,firms should choose third-party logistics modes for high-quality products and platform logistics modes for low-quality products;if consumer’s perceived quality for low-quality products is moderate,firms should choose third-party logistics modes for both highand low-quality products;if consumer’s perceived quality for low-quality products is relative large,firms should choose third-party logistics modes for both high-and lowquality products given a relatively low product competition coefficient,or choose platform logistics modes for high-quality products and third-party logistics modes for low-quality products given a relatively high product competition coefficient.(5)From the perspective of external competition,the optimal platform entry and logistics mode selection strategies for firms under the influence of platform private brand introduction are researched.Results indicate that in the case of high annual service fees charged by e-commerce platforms,firms should not establish third-party stores on e-commerce platforms.In the case of low annual service fees charged by ecommerce platforms,regardless of whether e-commerce platforms introduce their own private brands or not,platform logistics costs,and service level difference between platform logistics and third-party logistics will have significant impacts on the optimal logistics mode selection strategies of firms’ third-party stores on platforms.In addition,when e-commerce platforms introduce their own private brands,there will exist competition between firms’ third-party stores and platforms’ private brands.At this time,results show that firms are more likely to adopt third-party logistics modes for their third-party stores.This thesis focuses on the combined problems in the fields of platform entry and logistics mode selection,that is,exploring the optimal platform entry and logistics mode selection strategies of firms in different scenarios.This thesis not only fills the research gap in joint decision-making of platform entry and logistics mode selection in the platform economy,but also provides guidance and suggestions for firms to formulate the optimal platform entry and logistics mode selection strategies in different market environments such as monopoly,cooperation,and competition.