考虑范围经济与产品市场风险环境,构建电子零售商主导的博弈模型,识别适合转销模式或平台模式的产品特征和电子零售商的平台进入费机制.研究表明:存在产品市场风险环境下,电子零售商偏好利润分享机制制定平台进入费;产品相互独立情形下,范围经济程度弱或强且产品市场风险高时,电子零售商偏好平台模式;范围经济程度强且产品市场风险低时,电子零售商偏好转销模式;产品相互替代情形下,品类数量和范围经济程度影响电子零售商的销售策略,而与产品市场风险无关.%This study investigate on an e-retailer who owns network platform and governs categories variety on platform.Incorporating product market risk and scope economies,a game model is developed to identify the characteristic of categories which are suitable for reselling modes(purchasing products form suppliers and selling them to consumers) or platform modes (on which suppliers sell their products directly to consumers) and the mechanism of accessing platform fee.The results show that the e-retailer prefers the profit sharing for accessing platform fee with product market risk.Under categories independent case,if the degree of scope economies is weak or it is strong and the product market risk is high,the e-retailer prefers the platform mode.If the degree of scope economies is strong and the product market risk is low,the e-retailer prefers the reselling mode.Under categories substitute case,the e-retailer's strategies are affected by the number of categories and the degree of scope economies regarding the product market risk.
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