| In the context of accelerating digitalization and globalization,platform enterprises continuously drive economic restructuring and market expansion through innovative operational models and resource sharing strategies.Hybrid platforms,which combine the advantages of agency and resale,provide an efficient mechanism for resource integration.However,the choice of operation modes and resource sharing strategies still faces complex challenges.Balancing the pros and cons of agency and resale modes to maximize the benefits of resource sharing is an urgent problem that needs resolution.Accordingly,this dissertation utilizes game theory to explore the choice of operation modes—agency,resale,and hybrid—and identifies the conditions favoring the selection of a hybrid platform.It further investigates how logistics service sharing and forecast information sharing strategies impact the economic benefits of platforms,manufacturers,and the entire system.Initially,the dissertation constructs a game model of heterogeneous service platforms composed of manufacturers and platforms,examining the equilibrium strategies of agency,resale,and hybrid modes.It identifies the conditions under which a hybrid platform is selected.Findings indicate that when a platform charges a certain range of fixed management fees from manufacturers,it opts for a hybrid operational mode.Unlike previous findings,manufacturer invasion into retail platforms forming a hybrid platform increases wholesale prices and exacerbates double marginalization effects.Additionally,an increase in the manufacturer’s quality effort decreases service heterogeneity,reducing wholesale prices and increasing sales volumes,thereby enhancing manufacturer service quality.Ultimately,effectively designed two-part tariff commission contracts enable the hybrid platform model to achieve a Pareto superiority in profits over agency and resale modes.Secondly,the dissertation builds a game model for hybrid platforms considering heterogeneous logistics services.It identifies dominant equilibrium conditions for strategies led by manufacturers,platforms,and scenarios with no logistics service sharing.The analysis shows that manufacturers tend to choose manufacturer-led logistics service sharing when service heterogeneity is significant;conversely,they prefer platform-led strategies when logistics services demonstrate substantial economies of scale.Under conditions where economies of scale are pronounced,platform-led logistics service sharing strategies significantly prevail;otherwise,manufacturer-led strategies are selected only when service heterogeneity is high.Under certain conditions,both manufacturer-led and platform-led logistics service sharing strategies can achieve Pareto improvements,enhancing profits for all parties involved and the entire system.Lastly,the dissertation constructs a game model for hybrid platforms considering horizontal and vertical forecast information sharing.It identifies dominant equilibrium conditions across four strategies: no sharing,horizontal only,vertical only,and both horizontal and vertical sharing.The results indicate that vertical forecast information sharing typically results in higher wholesale prices,while horizontal sharing helps reduce them.Although information sharing usually enhances market efficiency and economic benefits,in specific scenarios,maintaining information independence and not sharing can better reduce market uncertainties and risks,thus protecting or increasing profits.Under certain market conditions and parameters,opting not to share vertical forecast information may represent an optimal strategy for manufacturers and platforms.Proper information sharing strategies significantly reduce market uncertainties and enhance production and sales efficiency,thereby boosting the overall economic performance of the hybrid platform.This dissertation not only reveals the complex dynamics of hybrid platforms in modern e-commerce and supply chain management but also provides practical guidance and strategic recommendations for platform operators,manufacturers,and policy-makers.By systematically analyzing the impact of choices of operation models,logistics service sharing,and forecast information sharing strategies,this dissertation provides a theoretical basis and application framework for optimizing the operation and resource management of hybrid platforms.These findings help the industry better understand and apply hybrid operation modes,thereby maintaining competitiveness and innovation in a constantly changing market environment. |
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