Selling Format Selection For Multi-channel Manufacturer In B2C Environment

With the rapid development of e-commerce,represented by Haier,oppo and other enterprises,more and more manufacturers begin to implement multi-channel operation strategy.They not only sell products directly through their online official website,but also sell online through B2 C e-commerce platforms such as JD.com.However,this strategy also poses new challenges to the cooperation between manufacturers and e-commerce platforms.Considering the two typical selling formats: self-support format and reselling format,the former is that the manufacturer opens a store on the e-commerce platform and pays the corresponding commission,and the latter is that the manufacturer sells the product to the e-commerce platform and then the product is sold by the e-commerce platform.So what kind of selling format should the manufacturer choose? At the same time,multi-channel operation also brings a new problem to the manufacturer.Considering the spillover effect(the influence or impact of online channel on offline channel)in B2 C environment,how can the manufacturer deals with such spillover effect and maximize enterprise profits through the selection of selling format?In view of the above challenges and problems,this paper carries on the corresponding research.From the perspective of the manufacturer,considering two typical selling formats,this paper constructs the corresponding game models and gives the application scope of different selling formats.Furthermore,considering the spillover effect of online channel on offline channel,this paper depicts the impact of spillover effect on manufacturer’s selling format choice.The main conclusions are as follows: Firstly,in the absence of spillover effect,platform fee and platform preference have important influence on the choice of manufacturer’s selling format.When the platform fee is small,the manufacturer tends to choose self-support format,and it is only possible to choose reselling format when the platform preference is small.When the platform fee increases,the manufacturer gradually tends to choose reselling format and it is only possible to choose the self-support format when the platform preference is large.When the platform fee is higher than a certain degree,the manufacturer will only chooses reselling format.Secondly,compared with no spillover effect,spillover effect,platform preference and platform fee all have important influence on the choice of manufacturers’ selling format in the presence of spillover effect.When the spillover effect is negative,the larger the negative effect is,the higher the platform fee is,and the smaller the platform preference is,the more inclined the manufacturer is to reselling format.Instead,the manufacturer is more inclined to selfsupport format.When the spillover effect is positive,the larger the positive effect is and the higher the platform fee is,the more likely the manufacturer is to choose reselling format.On the contrary,the manufacturer is more inclined to self-support format.The research results of this paper enrich the theory and method of channel management,and provide a theoretical model and reference basis for manufacturers to implement multichannel operation.