To bolster their competitiveness and profitability, prominent e-commerce platforms have embraced dual retailing channels: self-operating channels and online marketplaces. However, a discernible trend is emerging wherein e-commerce platforms are expanding their marketplaces to encompass competitive third-party suppliers. Motivated by this trend, this study sought to examine the strategic integration of a third-party product amidst the competition between a self-operating channel and a marketplace. This investigation involved the development of a game-theoretic model involving a platform and two representative suppliers—an incumbent supplier and a new entrant. Specifically, we delved into establishing an equilibrium partnership between the platform and the new entrant supplier while also evaluating the self-operating strategy of the established supplier. Our analysis uncovered a counterintuitive outcome: an escalation in the commission rate resulted in diminished profits for the established supplier. Furthermore, we ascertained that the economic implications of a competitive product entry pivot significantly on product quality. Lastly, we demonstrated that the revenue-sharing rate plays a pivotal role in influencing the self-operating strategy of the established supplier, and the market equilibrium hinges on the interplay among product quality, the commission rate, and the revenue-sharing rate. These insights provide invaluable guidance for marketers and e-commerce platforms in their strategic decision-making processes.

中文翻译：

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自营渠道与市场竞争下的第三方产品战略进入与模式选择：博弈论分析

为了增强竞争力和盈利能力，知名电商平台纷纷采用双零售渠道：自营渠道和在线市场。然而，一个明显的趋势正在出现，即电子商务平台正在扩大其市场以涵盖有竞争力的第三方供应商。受这一趋势的推动，本研究试图探讨第三方产品在自营渠道和市场竞争中的战略整合。这项调查涉及博弈论模型的开发，该模型涉及一个平台和两个代表性供应商（一个现有供应商和一个新进入者）。具体来说，我们深入研究在平台和新进入供应商之间建立平衡的合作伙伴关系，同时评估现有供应商的自营策略。我们的分析发现了一个违反直觉的结果：佣金率的上升导致现有供应商的利润减少。此外，我们还确定，竞争性产品进入的经济影响很大程度上取决于产品质量。最后，我们证明了收入分成率在影响现有供应商的自营策略方面发挥着关键作用，而市场均衡取决于产品质量、佣金率和收入分成率之间的相互作用。这些见解为营销人员和电子商务平台的战略决策过程提供了宝贵的指导。