Work

A Study on Platform Supply Chain Model Selection and Pricing Considering Precision Marketing

Year: 2025

Type: article

Abstract: This study constructs a Stackelberg competitive model that includes manufacturers, e-commerce platforms, and third-party marketing platforms to explore the impact of precision marketing services on the strategic balance of all parties involved. The article proposes three strategies, including a platform marketing model, third-party marketing model, and differentiated marketing model. Research has found that manufacturers tend to choose marketing services with lower costs, especially when marketing costs are low. The cost and expenses of precision marketing services are key factors in manufacturers’ decision-making. When the commission rate is at a moderate level, manufacturers tend to choose e-commerce platforms, while platforms tend to provide precision marketing services with lower service sensitivity.

Source: Systems

DOI: 10.3390/systems13020100

Authors: Jianhua Wang, Yuchen Zhang

Institution: Jiangnan University

Language: English

Topic: Supply Chain and Inventory Management

Subfield: Management Information Systems

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,896

Funder: National Office for Philosophy and Social Sciences