基于电商平台的互补产品捆绑策略及销售模式研究

为了研究供应商与平台商的最优捆绑策略及销售模式选择问题，基于单个供应商通过电商平台以转销或代销模式销售互补产品的供应链，构建4个Stackelberg博弈模型，分析互补程度和佣金费率对渠道成员均衡价格和利润的影响。结果表明，分开销售时，供应商与平台商的利润随着产品间互补程度的增大而降低；代销捆绑销售对供应商更有利，而转销捆绑销售对平台商更有利；此外，只有当佣金费率大到一定程度时，平台商才倾向于采用代销模式。

Bundling Strategy and Selling Format for Complementary Products Based on Online Platform

Based on a supply chain consisting of one supplier who sells complementary products on an e-tailer's online platform through reselling or agency selling format, four Stackelberg game models were formulated to study the supplier's and the e-tailer's optimal bundling strategies and selling formats. The impacts of the degree of complementarity between products and the commission rate on the channel members' equilibrium prices and profits were also analyzed. The results show that the profits of the supplier and the e-tailer decrease as the degree of complementarity between products increases when the products are sold independently. The agency bundling is more advantageous to the supplier, while the reselling bundling is more advantageous to the e-tailer. Moreover, only when the commission rate is large enough, the e-tailer tends to use the agency selling format.