基于零售商信誉，研究拥有传统实体门店的B2C平台零售商的平台开放策略和网络零售商的进驻策略。首先，分别分析了平台未开放、平台开放且网络零售商进驻时，B2C平台零售商和网络零售商的均衡价格及利润，其次，通过比较平台开放前后两家零售商的利润，给出了B2C平台零售商开放平台、网络零售商进驻平台的策略选择条件，最后，通过算例分析消费者类型、平台组间交叉网络外部性、信誉和信誉成本等因素对零售商策略选择的影响。研究发现，对于B2C平台零售商来说，网络零售商的信誉、网络消费者占消费群体的比例和信誉成本对利润有负向影响，平台组间交叉网络外部性及其自身信誉对利润有正向影响；对网络零售商来说，除了平台组间交叉网络外部性对利润有正向影响、信誉成本对利润有负向影响外，其他因素对利润的影响并不单调，利润会随着这些因素的增加而先增后减。
In recent years, the traditional retailers are moving towards the platform model and more and more retailers begin to take hybrid model. The development of hybrid model makes it necessary to have a hybrid platform with online marketplaces and physical stores need to decide whether to open platform, and online retailers also need to decide whether to entry the platform. Based on the reputation of retailer, a consumer utility function is built up, and the hybrid platform with online marketplaces and physical stores whether open platform and the online retailer whether entry the platform is considered in this paper. Through the analysis and comparison of equilibrium prices and profits of the two retailers, the conditions of hybrid platform with online marketplaces and physical stores open platform and online retailer entry the platform are given. Finally, a numerical study is conducted to analyze the relationships among the strategies of retailers, such as the cross-group network externalities of platform, the type of consumer, the reputation of retail and the cost of reputation. It is not only found that the reputation of retailer, the cross-group network externalities of platform and the cost of reputation are the most important factor to influence the choice of hybrid platform with online marketplaces and physical stores and online retailer, but also that the proportion of online consumers, the reputation of online retailer and the cost of reputation have a negative impact on profits of hybrid platform with online marketplaces and physical stores, and the cross-network externalities and the reputation of hybrid platform with online marketplaces and physical stores has a positive impact on its profits; in addition to the cross-group network externalities of platform have a positive impact on profit of online retailer, and the cost of reputation have a negative impact on profit of online retailer, other factors that affect the profit of online retailer are not monotonous, its profits will increase on first and then decrease.
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