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1、AbstractAbstractE-retailingindustrydevelopsrapidlywithahugepotential,butstillfacesmanyproblemsandchallenges.Unlikethecomparativelycompleteandin-depthstudyorpracticeoftraditionalretail,currentresearchone-retailingisrelativelyscarce.Themainissuesthatmanufacturersandretailersconcernisnolo
2、ngerwhethertoselectelectronicchannelsornot,buthowtoeffectivelyselectanddevelopelectronicchannels.Theoreticalstudyone-retailingmodelscouldhelpcompaniesrecognizedifferentexistedbusinessmodels,effectivelyselecttheappropriateoperatingmodelfortheirowndevelopment,andpromotethedevelopmentofe-
3、retailingindustry.Thisstudyseekstousethesupplychainstructuretheoryandgametheorytodivideandfurtheranalyzedifferenttypesofe-retailingmodels.Firstly,theconceptofe-retailingmodelisdefined,andtheprincipalretailwebsitesaredividedintoplatformsitesandself-builtsitesaccordingtothefounders.After
4、introducingretailsitesintotheanalysisofthee-retailingsupplychainstructure,basedondifferenttypesofretailsitesandtheirdifferentpositionsinthesupplychainstructure,thee-retailingsupplychainstructuresareclassifiedintotypesandanalyzedonebyone.Andthen,dependingonthesupplychainleaders,e-retail
5、ingmodelsaredividedintothreetypes:platform-ledtype,retailers-ledtypeandmanufacturers-ledtype.Severalcasesareusedtoillustratethesee-retailingmodels.Furtheranalysisofthesethreemodelsisbasedongametheory.Afterconstructingandanalyzingthemodelrespectively,twovariables,unitcostofsettlinginpla
6、tformsiteandunitcostofmaintainingself-builtwebsites,areusedforacomparativeanalysisofthethreemodels.Theequilibriumpriceandprofitofthesemodelsareaffectedbyunitcostoftheirownchannelandunitcostofalternativechannelsimultaneously,buttheimpactofunitcostoftheirownchannelisusuallylarger.Thesetw
7、ounitcostshaveadirectimpactontheequilibriumpricesandprofits,andiftheymeettheconditionsofsomecertainvalues,themeritsofmodelscanbejudgedaccordingtotheprofitfunctions.Finally,relevantconclusionsareverifiedbycertaindataexamples.Themaininnovationofthisstudyistotaketheretailsitesasamembero
