Hybrid channel structure and product quality distribution strategy for online retail platform.

ABSTRACT: Currently, platforms (such as Amazon.com and JD.com) are gradually transitioning from pure resellers to platforms providing hybrid channel structures. In a hybrid channel, the reselling channel and the agency channel on the platform are simultaneously used. Therefore, according to the agent who sells through the agency channel (manufacturer or third-party retailer), two kinds of hybrid channel structurers can be selected by the platform. At the same time, due to the intense competition caused by the hybrid channel structure, platforms take the initiative to implement the product quality distribution strategy in which different quality products are sold through various retailing channels. Thus, from the perspective of platforms, how to coordinate the selection of hybrid channel structures a

SUBMITTER: Zhang Q 

PROVIDER: S-EPMC10194878 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature