| With the rapid development of digital economy and Internet technology,retailing has become increasingly digital as multi-sided marketplaces are integrating the online and offline to create more personalized customer experiences.An increasing number of e-commerce platforms accelerate shift toward data-driven marketing(DDM).DDM is a marketing method that enterprises describe,predict,analyze,and guide consumer behaviors based on information technology and data-driven analysis,carry out targeted marketing activities for manufacturers,ultimately improving consumer utility.While DDM has become a mainstream marketing method,e-commerce platforms can predict and guide consumer behavior more easily,which attracts more and more manufacturers to join the platform for sales,making the platform always faced with the problem of choosing a sales model.Therefore,in the context of data-driven marketing,it is important to study the equilibrium of sales channels between two competitive e-commerce platforms.The main research issues of this paper are as follows:Firstly,this paper analyzes the equilibrium selection strategy of sales channel mode of e-commerce platforms.It finds that the channel equilibrium choice of platforms depend on the size of agency fee proportion and DDM efficiency level.In equilibrium,when the proportion of agency fee is small,with the increase of data-driven marketing efficiency,traditional platforms will choose to adopt the agency mode due to the increase of procurement costs.When the proportion of agency fees is large,with the increase of data-driven marketing efficiency,traditional platform is more willing to adopt the reselling mode due to the lack of competitive advantages in market information acquisition.In other cases,traditional platforms choose the agency mode to pursue channel efficiency.However,e-commerce platform always choose the agency mode to pursue channel efficiency,because there is an opportunity to design an appropriate data-driven marketing quality,thereby promoting market demand.In addition,the study find that when the agency fee proportion is small,both platforms will encounter the prisoner’s dilemma,and the best outcome(that is,both platforms used the reselling mode)could not be achieved in equilibrium.Secondly,the influence of key parameters on manufacturer profit under different sales modes is studied.By comparing manufacturers’ profits under four different sales models,the paper discusses which model is more favorable to manufacturers’ profits.The research find that the manufacturer’s profit is inversely proportional to the agency fee proportion,and positively proportional to DDM efficiency.When the agency fee proportion or DDM efficiency is large,the manufacturer will get the largest profit in RR mode.When the agency fee proportion or DDM efficiency is small,the manufacturer will get the biggest profit under PR mode.Finally,the influence of key parameters on consumer surplus under different sales modes is studied.The research shows that consumer surplus is proportional to DDM efficiency and increases with DDM efficiency.No matter in what sales channel mode,e-commerce platform with DDM will always produce more consumer surplus when choosing agency mode.This reflects that when DDM efficiency is high,consumers pay more attention to their own consumption preferences and shopping experience than the retail price of the product. |
