Research On Retailer Marketing Channel And Logistics Service Selection Under Platform Economy Background

With the growth of e-commerce,more and more businesses are selling their products on open platforms like Taobao,JD.com,and Amazon.The e-commerce open platform has created a trading market for retail firms and users in this type of marketing method.The number of consumers who buy things online is growing as the network economy continues to develop.As a result,an increasing number of e-commerce platforms start their own businesses,sell directly to consumers through their own stores,and compete with the platform’s retailers.The majority of self-operated e-commerce platforms have their own logistical networks and are available for paid use by businesses.The level of logistics service is quite great.Third-party logistics is also an option for retailers,but the level of service is quite poor.As a result,in the framework of the platform economy,retailers will have to decide between marketing channels(self-built new platform or established open platform)and logistics services(platform logistics or third-party logistics).As a result,understanding the operating strategy of traditional merchants as they enter online channels has both practical and theoretical importance.This study examines the selection of sales channels and logistics distribution services of retail firms under various market economy conditions,focusing on the operating mode of retailers and employing relevant theories and methodologies of multi-stage decisionmaking.The following are some of the specific research topics:(1)The competitive strategy of retailers to build and enter the open platform is discussed in this study.Given that retailers create new platforms and enter open platforms,the creation of new platforms by retailers is bound to compete with the platform’s self-operated channels.As a result,in two scenarios,this study examines the equilibrium results of the game between merchants and open platforms(retailers build new platforms and retailers settle in open platforms).(2)The open platform’s multi-channel competition strategy(with its own logistics network)is investigated.Retailers can pick platform logistics for distribution when the open platform has its own channels and logistics network.This study demonstrates the anti-demand function and profit in four situations by integrating the retailer’s marketing channel and logistical service selection decisions: NR mode refers to the retailer building a new platform but using third-party logistics;SA mode refers to the retailer entering the open platform and using platform logistics;SR mode refers to the retailer building a new platform but using platform logistics;NA mode refers to the retailer entering the open platform but using third-party logistics.(3)The impact of the uncertainty of the number of user groups and the risk preference characteristics of retailers on retailer decision-making is also considered,based on the aforesaid situation.The findings demonstrate that:(1)If the number of user groups is high,a store should create its own new platform while launching a new platform.The merchant prefers to employ an open platform if the number of user groups is modest.(2)If retailers choose the open platform,they will want to create their own logistics on the platform.When launching a new platform,retailers will want to use third-party logistics.In terms of logistics,if third-party logistics’ logistics service efficiency is low,retailers who require higher logistical service efficiency will use platform logistics.When the logistics service disadvantage of third-party logistics is minor and retailers do not require a high level of logistics service efficiency,third-party logistics will be chosen.(3)If retailers have a high level of risk aversion and user group volatility is significant,merchants are more likely to choose an open platform to prevent hazards.