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首页> 外文期刊>European Journal of Operational Research >Strategic contracting and hybrid use of agency and wholesale contracts in e-commerce platforms
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Strategic contracting and hybrid use of agency and wholesale contracts in e-commerce platforms

机译：战略承包和混合使用代理商和批发合同在电子商务平台上

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This paper examines strategic contracting between a monopoly platform and suppliers that sell their goods through the platform. I consider two competing suppliers: a high-volume supplier with the larger potential demand and a low-volume supplier with the smaller one. Each supplier chooses one of two contracts: wholesale or agency. The platform has to strategically determine the royalty rate for the agency contract by taking into account which contracts the suppliers will choose. I show that the platform offers a low (high) royalty rate to induce the suppliers to adopt the agency (wholesale) contract when product substitutability is low (high) enough. More interestingly, when the degree of substitution is at an intermediate level, asymmetric contracting, in which only the low-volume supplier adopts the agency contract, can arise in equilibrium. This result is related to the fact that many long-tail and niche products with lower potential market sizes are traded on platform-based marketplaces, such as Amazon Marketplace and Walmart Marketplace. (C) 2019 Elsevier B.V. All rights reserved.
机译：本文审查了通过平台销售其货物的垄断平台和供应商之间的战略合同。我考虑了两个竞争供应商：高批量供应商，潜在需求较大，低批量供应商较小。每个供应商选择两个合同之一：批发或机构。该平台必须通过考虑到供应商选择的合同来战略性地确定原子能机构合同的特许权使用费率。我表明，该平台提供低（高）特许权使用率，诱使供应商采用原子能机构（批发）合同，当产品可取款性低（高）足够低时。更有趣的是，当替代程度处于中间水平时，不对称收缩，其中只有低音量供应商采用原子能机构合同，可以在均衡中产生。该结果与具有较低潜在市场尺寸的长尾和利基产品在平台的市场上进行交易，例如亚马逊市场和沃尔玛市场。 （c）2019 Elsevier B.v.保留所有权利。

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