Abstract: Considering the quality improvement cost incentives of the e-commerce platform for the Original Equipment Manufacturer（OEM）,a supply chain game model under five scenarios was constructed to explore the optimal relationship between the e-commerce platform's own brand and OEM.The study found that the e-commerce platform's cost sharing of quality improvement investments for OEMs would significantly increase product unit prices and product quality levels.At this time,it would have an advantage in a market environment that was not price sensitive and values product quality;under the cost incentive Nash equilibrium situation,OEM profits and total supply chain profits both declined as the impact coefficient of product quality level on product demand continues to increase,and the decline rate showed an increasing trend;in other cases,e-commerce platform profits,OEM profits and total supply chain profits all decreased with the influence coefficient of product quality level on product demand continues to rise with the increase.

Key words: e-commerce platform, private label, OEM manufacturing, cost sharing

摘要： 考虑电商平台对原厂委托制造商（OEM）进行质量改进成本激励下,构建了5种情形下的供应链博弈模型,探讨了电商平台自有品牌和OEM之间最优代工制造和合作策略。研究发现:电商平台对OEM进行质量改进投资成本分摊将显著提升产品单价和产品质量水平,此时在价格不敏感且重视产品质量的市场环境中占据优势;在成本激励纳什均衡情形下,OEM利润和供应链总利润都随着产品质量水平对产品需求影响系数的不断提升而下降,且下降速率呈现递增趋势;其余情形下,电商平台利润、OEM利润和供应链总利润都随产品质量水平对产品需求影响系数的增大而持续上升。

关键词: 电商平台, 自有品牌, 代工制造, 成本分担