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Online Intermediary as a Channel for Selling Quality-Differentiated Services

机译：在线中介作为销售质量差异服务的渠道

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摘要

When deciding whether to utilize an online intermediary in addition to their own distribution channels, quality differentiated service providers face the trade-off between the benefit of extended reach and the threat of increased competition. Using an analytical framework, we analyze when and how service providers may utilize an online intermediary to their advantage in the presence of advance selling (i.e., selling a service at an early date for future consumption). In general, when an online intermediary is used, the competition effect dominates the reach effect and leads to a falling price trend. Interestingly, we find that the negative effect of increased competition on profits, due to intermediary usage, can be reversed by committing to self-imposed participation limits (i.e., selling only a predetermined amount of services through the online intermediary). This ensures that the service provider is better off selling through both its own site and the online intermediary, rather than selling exclusively using either channel.
机译：在决定是否除了自己的分销渠道之外还利用在线中介时，质量差异化的服务提供商面临着扩大覆盖范围的好处与竞争加剧的威胁之间的权衡。我们使用分析框架来分析服务提供商在提前销售的情况下（何时出售服务以供将来消费）何时以及如何利用在线中介以发挥其优势。通常，当使用在线中介时，竞争效应主导着覆盖范围效应，并导致价格趋势下降。有趣的是，我们发现，由于使用中介，竞争加剧对利润的负面影响可以通过承诺自我施加的参与限制（即通过在线中介仅出售预定量的服务）来扭转。这样可以确保服务提供商更好地通过自己的网站和在线中介进行销售，而不是仅通过任何一种渠道进行销售。

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