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Mathematical Problems in Engineering
Volume 2016, Article ID 3831624, 10 pages
Research Article

Comparison of Dual-Channel Supply Chain Structures: E-Commerce Platform as Different Roles

1Faculty of Management and Economics, Dalian University of Technology, Dalian 116024, China
2Bank of Dalian Co. Ltd., Dalian 116001, China

Received 22 February 2016; Revised 26 July 2016; Accepted 7 August 2016

Academic Editor: Laura Gardini

Copyright © 2016 Cong Wang et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


E-commerce platforms can act as an e-tailer or a third-party intermediary that charge a commission and allow manufacturers to sell products on their platform directly. These two forms of dual-channel supply chain structures have different impacts on decisions and profits of manufacturers and traditional retailers. This paper establishes different Stackelberg game models for both dual-channel supply chain structures and achieves the equilibrium results. The results state that both structures can increase the consumer surplus and social welfare. More importantly, when the platform acts as an e-tailer, the manufacturer and the traditional retailer can form a “win-win” situation. Nevertheless, when the platform acts as a third-party intermediary allowing manufacturers to sell products on the platform directly, it is bound to harm the interests of the traditional retailer.