Abstract: The agent model and wholesale model have become the most typical e-commerce platform models.To explore the impact of these two platform models on the joint advertising strategies of manufacturer and e-commerce platforms,a two-echelon supply chain model consisting of a single manufacturer and a single e-commerce platform was constructed,the problem whether the manufacturer chose the joint advertising or not was discussed and the difference of manufacturer's joint advertising decisions under the two models was analyzed.The results showed that regardless of what model the platform adopted,joint advertising was always the optimal strategy of the platform,but it was not necessarily the optimal strategy of the manufacturer,because in the wholesale model it made no difference to the manufacturer whether or not advertising was jointly.When the manufacturer and the platform jointly advertised,the manufacturer would invest more advertising under the wholesale model,but the manufacturer under the agency model would make more profits.However,which model of the platform to obtain greater profits depended on the advertising effect.If the advertising effect was not significant,the platform adopting agency model would gain more profits;if the advertising effect was significant,the platform adopting wholesale model would gain greater benefits.When the manufacturer did not jointly advertise with the platform,if the commission ratio was low,the platform adopting wholesale model would make more profits;if the commission ratio was high but the advertising effect was not significant,the platform adopting agency model would gain greater profits.

Key words: wholesale model, agent model, joint advertising, e-commerce platform

摘要： 代理模式和批发模式它成为电商平台最典型的两种平台模式,为研究不同平台模式对制造商和电商平台联合广告策略的影响,构建了一个由单一制造商和单一电商平台构成的二级供应链模型,探讨了制造商是否选择与平台联合广告的问题,并对比分析了批发模式和代理模式下制造商的联合广告决策的差异性。研究发现,无论在何种模式下,联合广告总是平台的最优策略,但却不一定是制造商的最优策略,因为在批发模式下是否联合广告对制造商而言是无差异的。当制造商与平台联合广告时,制造商在批发模式下将投入更多的广告,但代理模式下的制造商获利更多。而何种模式的平台获利更多则取决于广告效果。若广告效果不显著,则代理模式的平台获利更多;若广告效果显著,则批发模式的平台获得更大收益。当制造商不参与平台的联合广告时,若佣金比例较低,则批发模式的平台获利更多;若佣金比例较高但广告效果不显著,则代理模式的平台将获得更大利润。

关键词: 批发模式, 代理模式, 联合广告, 电商平台