Abstract: As the competition in the online retail market intensifies, the platform format becomes the trendy choice for online retailers. In order to strengthen the regulation of platform format, online retailers try to enter the respective product market as a merchant. In this paper, a stylized theoretical model was established to answer a crucial question that online retailers were facing: Which kind of platform fee should be charged when online retailers enter the respective product market as a merchant? The results show that the participation of online retailer has a positive spillover effect because it increases the demand and decreases retail prices. Under the retailer participation, compared with the model of fixed per-transaction fees, the proportion fees could increase the demand for product and reduces the retail prices. The results also show that the proportional fees will improve the channel efficiency, and the profits of all channel participants will be improved.

Key words: manufacturer, online retailer, platform format, retailer Stackelberg, proportional fee, transaction-based per-unit fee

摘要： 网络零售商平台化是市场竞争加剧格局下网络零售商的趋势性选择，为了加强对平台模式的监管，网络零售商会尝试进入市场自主销售。针对网络零售商处于领导地位的渠道结构，建立了网络零售商的收费模型，分析了网络零售商在引入自主销售的模式下，采用不同的收费策略所产生的效应。研究表明：自主销售带来积极的溢出效应，增加了产品的需求和渠道整体利益；按销量收费时制造商制定的产品零售价格高于网络零售商自主销售产品的零售价格；与平台按销量收费相比，当平台按销售额比例收费时，自主销售模式更能显著提高产品需求、降低网络零售商销售产品的零售价格；同时，渠道整体利益增加更显著。

关键词: 制造商, 网络零售商, 平台模式, 零售商价格领导权, 按比例收费, 交易费用