Theoretical models of two dual-channel selling modes and logistics service modes. (
a) Logistics service mode under the dual-channel structure of direct selling channel and reselling channel. In the dual-channel structure of direct selling channel + reselling channel, manufacturers sell products to e-commerce platforms at wholesale prices
, and the e-commerce platforms sell products to customers at retail prices
, while manufacturers sell products directly to customers at retail prices
through direct channels (see a). On the one hand, the logistics service system of the e-commerce platform only provides logistics services for itself, and its logistics service level is expressed as
. In the direct selling channel, the manufacturer buys logistics service from the third-party logistics service provider at unit price
, and its logistics service level is expressed as
, called the third-party logistics service model (see a(1)). On the other hand, the logistics service system of the e-commerce platform not only provides logistics services for itself but also provides logistics services for manufacturers. Manufacturers purchase logistics services from the e-commerce platform at unit price
and use the e-commerce platform to represent their logistics service level
, which is called the logistics service mode of the e-commerce platform (see a(2)). (
b) Logistics service mode under the dual-channel structure of direct selling and agency channels. In the dual-channel structure of direct selling channel and agency channel, manufacturers sell products to customers through an e-commerce platform at retail price
, and the e-commerce platform charges a proportional commission
for each unit of product. Meanwhile, manufacturers sell products directly to customers at retail price
through the direct selling channel (see b). First, the logistics service system of the e-commerce platform only provides logistics services for itself, and its logistics service level is expressed as
. The manufacturer purchases logistics service from the third-party logistics service provider at unit price
, and its logistics service level is expressed as
, called the third-party logistics service model (see b(1)). Second, the logistics service system of the e-commerce platform not only provides logistics services for itself but also provides logistics services for manufacturers. Manufacturers purchase logistics services from the e-commerce platform at unit price
and use the e-commerce platform to represent their logistics service level
, which is called the logistics service model of an e-commerce platform (see b(2)).