关键词: 批发模式, 代理模式, 联合广告, 电商平台

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