Decision and Equilibrium Analysis in the Retailer-Platform-Logistics Value

• 1、School of Economics and Business Administration, Chongqing University, Chongqing, 400044

Abstract：This article mainly analyzes the decision and equilibrium of the "retailer-platform-logistics" value chain considering the two-sided market effect. Retailers have both store channels and online channels, and can sell products to consumers in these two channels. Based on the theory of consumer utility and the characteristics of two-sided market, the paper studies the optimal pricing strategy of retailer, third party electricity platform and third party logistics. The results show whether the retailer introduce online channels are closely related to inconvenience cost and loss avoidance. These two factors will still lead to "double marginal problems" under decentralized decision. Second, there will be no channel competition effect and channel coverage; two-sided market effect will lead to E-commerce platform to take asymmetric pricing strategy. Finally, combined with numerical examples it can be drawn that the consumer's avoidance will affect the the subjects’ decision strategies.

Keywords： E-commerce value chain dual channel model Two-sided market